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Cumulus Media Extends Its Agreement with Nielsen Audio and Adds Continuous Diary Measurement

3 minute read | March 2020

Agreement also includes Local Nielsen Media Impact in Dallas, Atlanta and Chicago

New York, NY – March 3, 2020 – Today, Nielsen (NYSE: NLSN) announced that Cumulus Media (NASDAQ: CMLS), a leading audio-first media and entertainment company, has extended its agreement for Nielsen Audio Measurement services through 2022 and added Continuous Diary Measurement (CDM) for 120 stations across 24 markets. Additionally, Cumulus signed up for Local Nielsen Media Impact (Local NMI) in its Dallas, Atlanta and Chicago markets.

“We are eager to work with Nielsen to evolve how we measure the changing consumer landscape with audio. This extension helps us understand how Continuous Diary Measurement and Local Nielsen Media Impact may help drive advertising results while we work together to measure audio engagement for local station content and national network content moving forward,” said Bob Walker, EVP Operations at Cumulus Media.

“Nielsen appreciates the extension and expansion of our relationship with Cumulus Media,” said Brad Kelly, Managing Director, Nielsen Audio. “Cumulus Media and its Westwood One Network are at the industry forefront in developing new and creative ways to harness the power of data to demonstrate the value of radio/audio and its increasingly formidable place in the advertising ecosystem.”

Last August, Nielsen announced the launch of Continuous Diary Measurement (CDM). CDM positions radio on a level playing field with other media such as digital and TV, and it helps clients react more quickly to marketplace changes. CDM also helps reduce “bounce” in the ratings with rolling samples designed to provide a more consistent and stable view of the market.

This past May, Nielsen announced the expansion of Local NMI into 44 local markets. Local NMI provides unparalleled local media planning and cross-platform optimization including TV, radio and digital outlets in each of the 44 Local NMI markets.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

About Cumulus Media CUMULUS MEDIA (NASDAQ: CMLS) is a leading audio-first media and entertainment company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. CUMULUS MEDIA engages listeners with high-quality local programming through 428 owned-and-operated stations across 87 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, the Olympics, the American Country Music Awards, and many other world-class partners across nearly 8,000 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. CUMULUS MEDIA provides advertisers with local impact and national reach through on-air, digital, mobile, and voice-activated media solutions, as well as access to integrated digital marketing services, powerful influencers, and live event experiences. CUMULUS MEDIA is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit



Dawn Rowan



Brigit Hennaman