As Nielsen Radio prepares to release its first radio ratings report later this month in 51 small and midsized markets, it is setting the groundwork for a major competitive battle with Arbitron, the dominant radio ratings firm. Touting the advantages of its address-based sampling methodology to deliver more representative samples than Arbitron, Nielsen released Thursday (Aug. 6) a report detailing cell-phone-only penetration in each of the markets.
The TV ratings titan also said it had exceeded recruitment targets among major demographic groups, especially among the hard-to-reach 18-24 and 25-34 groups.
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