Nielsen today announced a new tool that goes beyond basic demographics to measure local TV and radio audiences more precisely.
The Local Nielsen Media Impact will pull insights from Nielsen Scarborough and measure cross-media reach, frequency and duplication.
“We’re reacting to feedback from our client base that there is an underlying need to understand audience overlap, incremental reach and planning efficiencies across TV and radio that haven’t been there before,” said Jay Nielsen, vp, product leadership, Nielsen.
The new tool will provide calculations from local TV and radio combined and separately.
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