Clear Channel Political Advertising Targeting Tool, AuDiO, Now Incorporates Nielsen Data
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Partnership Marks First Time in Audio History that Nielsen鈥檚 Industry Standard Metrics Will Be Augmented By Voter Data
Integrated Tool Available to Political Advertisers Ahead of 2014 Elections
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NEW YORK, NY 鈥 August 14, 2014 鈥听Clear Channel Media and Entertainment (CCM+E) announced today that the Audience Delivery Optimizer (AuDiO), its groundbreaking, proprietary radio targeting tool for political advertisers, now incorporates Nielsen鈥檚 radio audience measurement data to further enhance its ability to identify key voter segments.
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This marks the first time that Nielsen鈥檚 Portable People Meter (PPM) currency data, the industry standard, has been combined with specific public voter information 鈥 creating a powerful new tool for political advertisers.
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Launched in June 2014, AuDiO is a first-of-its-kind radio optimization tool that enables political campaigns to precisely identify the 10 voter segments that are most crucial in key election districts.
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AuDiO matches key information for approximately 245 million Americans who listen to Clear Channel鈥檚 840 U.S. terrestrial radio stations to leading political databases to make actionable predictions about which desired voter segments are listening to which stations at which times.
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With the integration of Nielsen鈥檚 industry-standard audience measurement data into AuDiO, political advertisers now have access to even more robust identification capabilities for their radio buys.
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Nielsen Audio鈥檚 PPM panel measures the radio listening habits of more than 75,000 respondents across 48 different markets.听Nielsen听uses an independent third party to conduct a blind, direct match of the panelist鈥檚 listening data to听Clear Channel-selected听voter data sources including voter registration. The result is a combination of the highest quality listening data directly linked to anonymized and aggregated key voter characteristics and political views. Now part of AuDIO, Clear Channel鈥檚 political advertising tool, the听matched data听enables Clear Channel to recommend radio stations that deliver specific voter segments based on advertising objectives with pinpoint accuracy.
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Using the 10 most common political segments, AuDiO can determine how many voters radio reaches in any political district around the country. It can then identify the media preferences of any segment, giving advertisers key information about which media are best to reach which voters.
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AuDiO works at all levels of national, statewide and local elections, and will be available for the upcoming 2014 election cycle.
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鈥淢atching Nielsen鈥檚 data on what people listen to with voter characteristics in a privacy-protected way, provides new and valuable insights about radio鈥檚 ability to reach key voter segments and influence their decisions,鈥 said Carol Edwards, Senior Vice President, Media Analytics at Nielsen.
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鈥淧olitical advertisers increasingly demand insights and accuracy at the most granular level, understandably, since a small segment of voters can determine the outcome of an election,鈥 said Nathan Daschle, Clear Channel鈥檚 Executive Vice President for Political Strategy.
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Said Radha Subramanyam, Executive Vice President of Sales and Marketing Research at Clear Channel Media and Entertainment,听鈥淣ielsen鈥檚 metrics have long served as the industry currency for ad buyers and sellers, so the addition of their data solidifies AuDiO鈥檚 鈥 and radio鈥檚 鈥 unmatched value to advertisers.鈥
About Nielsen
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Nielsen (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.