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Nielsen Adds Audio Data Management Platform

Westwood One signs on for purchase-based marketing deal

Measurement biggie Nielsen is highlighting the audience targeting capabilities of a new audio data platform it offers to radio companies.

“Nielsen today announced that Westwood One, America’s largest radio network, has selected Nielsen Marketing Cloud and its advanced data management platform (Nielsen DMP) to launch the first-ever audio DMP,” the companies announced. Westwood One is part of Cumulus Media.

The press release avers that “radio is being transformed into one of the most addressable mass reach media by connecting listening audiences with purchase data across CPG [consumer packaged goods], retail, auto and other verticals.”

The companies said the agreement lets Westwood One offer advertisers “sharper buying decisions” by connecting radio formats to offline purchase data. The platform links Westwood One audience data —from Nielsen’s Portable People Meter and the network’s own streaming audio data — with other Nielsen data sources. “This includes Nielsen Catalina Solutions’ CPG purchase data, the largest source of UPC-level sales data in the U.S., covering 121,000 brands and 184 million individuals. It also includes Nielsen Buyer Insights purchase data covering $1.2 billion in consumer spending across 125 million U.S. credit cardholders.”

Thus Westwood One can provide advertisers with reports indexing its network station lineups, programming content and radio formats against information about prospective customers including demographics, TV habits and product purchases.

The announcement was made by Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and president, Westwood One and Damian Garbaccio, EVP, Commercial – Nielsen Marketing Cloud. Grimes was quoted, “Purchase-based marketing is now a long-awaited reality for our advertisers, and proudly a first-mover advantage for Westwood One.”