For more than 60 years, Nielsen has been measuring radio audiences around the world, using gold-standard diary measurement in 11 world markets that include China, Australia, Singapore, India and South Africa. Now, Nielsen is leveraging this experience to advance the way U.S. radio audiences are measured.
In order to deliver the most accurate and reliable ratings estimate, Nielsen surveys a robust sample of the population in each of 51 Nielsen Radio Metro Markets, tracking their radio listening, while using many best practice solutions that improve the way radio is being measured, including a proven and easy-to-use sticker diary that is currently being used in many countries around the world to improve the quality of radio measurement.
Households are recruited using Nielsen pioneering address-based sampling methodology, which reaches 98% of the total US. This includes the significant percentage not currently reached by standard telephone samples as well as members of the more than 20 million households (approximately 18 percent) that rely solely on a mobile phone for their home telecommunications. This approach offers broadest coverage of radio listeners in the industry. In many of the markets, the sample size is more than double compared to what has traditionally been available, thereby reducing relative error and book-to-book bounce.
Nielsen is making a significant investment in over sampling and differentiated incentives to ensure proper representation of hard-to-reach demographic sets such as 18-34 year-olds and minorities. Our data is enhanced with top-line, single-source qualitative measurement of lifestyle, consumer behavior and purchase intent.
Data is delivered to clients via the Nielsen web-based Radio Advisor software platform, which includes responsible limits on the granularity of analysis dependent on a minimum representative sample size.
