Nielsen (NYSE: NLSN) and West Virginia Radio Corporation have reached an agreement for Nielsen Audio measurement in the Charleston, West Virginia market.
West Virginia Radio Corporation is a West Virginia owned and operated broadcast company with operations that span several West Virginia cities including Morgantown, Charleston, Clarksburg, Fairmont, Elkins and Martinsburg.
West Virginia Radio Corp has returned to the roster of valued Nielsen Audio clients after a brief hiatus. Credibility and stability of the data were cited as key drivers for the broadcaster’s decision to renew ties with Nielsen. The agreement includes access to Nielsen’s local market report, PD Advantage and Tapscan’s suite of services.
Dale Miller, President and CEO of West Virginia Radio Corporation, affirms his decision to re-engage the company’s relationship with Nielsen stating, “In a time when audience metrics are so important, Nielsen remains the only ratings currency that consistently reflects the value of our radio stations. Having reliable research is more important now than at any other time, and we feel that Nielsen Audio is a partner in our business, allowing us to generate true ROI. We tried plan B for a time, but you can budget cut yourself out of the business.”
“We are very pleased to have West Virginia Radio Corporation return to Nielsen Audio,” said Brad Kelly, Managing Director of Nielsen Audio. “They deliver a large and compelling platform for advertisers in Charleston and across much of the great state of West Virginia. We’re happy to be working together again with Dale Miller and his team to demonstrate the power of radio which reaches more than 93% of the 25-54 population each week in the state’s capitol.”