NextRadio parent TagStation, part of Emmis Communications, has reached an agreement with Nielsen under which the ratings kingpin will evaluate TagStation’s NextRadio app data.
It’s likely to be seen as a move forward in NextRadio’s push to position itself not only as a popular app but as a relevant source of consumer behavior data and key part of the overall U.S. radio research ecosystem.
The companies said TagStation and Nielsen will explore ways to incorporate NextRadio listening data into Nielsen’s audio datasets, potentially paving the way for future big data integrations for the radio industry.
Nielsen Audio Managing Director Brad Kelly said in the announcement, “Nielsen is focused on measuring consumers across all platforms and distribution paths; this is a critical element of Nielsen Total Audience strategy for audio.”
TagStation President Paul Brenner said, “We have robust listening and user data that stations can use now to help them better understand their listener and listening share, and we look forward to positively contributing to radio measurement and Nielsen ratings in the future.”
