Novo serviรงo da Nielsen ajuda rรกdios locais a apoiar campanhas polรญticas, combinando o comportamento eleitoral com a audiรชncia de rรกdio
Nova York, 20 de outubro de 2015 โ A Nielsen (NYSE: NLSN) anunciou hoje que a Katz Radio Group, a maior empresa de representaรงรฃo de rรกdio dos Estados Unidos, assinou um acordo para licenciar o serviรงo Voter Ratings da Nielsen para todos os 48 mercados de Portable People Meter (PPM) de rรกdio. O serviรงo Voter Ratings da Nielsen proporcionarรก ร Katz uma compreensรฃo mais profunda de como o rรกdio alcanรงa eleitores com visรตes polรญticas especรญficas, ao mesmo tempo em que fortalece seu inventรกrio comercial para campanhas polรญticas.
O serviรงo combina os dados PPM da Nielsen Audio com as principais categorias de eleitores. Essas novas informaรงรตes, divididas por visรตes polรญticas entre democratas, republicanos, independentes e adultos nรฃo registrados, ajudarรฃo Katz a vender a capacidade das emissoras de atrair eleitores para campanhas polรญticas de forma mais eficaz, obtendo mais receita com anรบncios polรญticos. A Nielsen fornece classificaรงรตes polรญticas nas 48 principais รกreas metropolitanas de รกudio e nas 56 principais รกreas de mercado designadas (DMAs) de televisรฃo, com relatรณrios nos nรญveis de emissora e horรกrio.ย
โA capacidade do rรกdio de se conectar de forma significativa com o eleitorado americano tem sido subutilizada no setor de publicidade polรญticaโ, disse Stacey Lynn Schulman, vice-presidente executiva de estratรฉgia e anรกlise do Katz Media Group. โCombinar as paixรตes dos nossos ouvintes com a segmentaรงรฃo polรญtica avanรงada da Nielsen oferece aos candidatos uma nova e empolgante oportunidade de envolver os eleitores em 2016.โย
Pierre Bouvard, chief marketing officer at Cumulus | Westwood One commented, โRecently during Advertising Week, Jim Stengel, the former CEO of Procter & Gamble, said: โMarketing in the modern world simply will not work without data.โ Today, Katz and the American radio industry boldly launch a powerful data-driven voter-targeting platform. Adults 25-54 is not a demographic, itโs a family reunion. These 10 political segments, based on actual voter behavior, are far more precise than broad age and sex demographics. Campaigns can now find their voter targets on the right radio format, station and dayparts.”ย
โPolitical data and insights are critical in demonstrating radio’s capabilities to help the industry gain its share of campaign ad dollars,โ said Radha Subramanyam, iHeartMediaโs president of insights, research and data analytics. โNielsen data is also one of the key elements powering the iHeartMedia โAuDiOโ optimization tool, which launched last year and enables us to precisely target key voter segments nationwide.โ ย
โToda polรญtica รฉ local e, nesta รฉpoca de eleiรงรตes, todos buscam maximizar seus investimentos em publicidade polรญtica, alcanรงando os eleitores certos no momento certoโ, disse Matt OโGrady, vice-presidente executivo e diretor administrativo de mรญdia local da Nielsen. โUsando a soluรงรฃo Voter Ratings da Nielsen, nossos clientes podem vender suas emissoras de forma mais eficaz, fornecendo uma visรฃo abrangente e precisa de quais segmentos-chave de eleitores estรฃo ouvindo.โ
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which contentโvideo, audio and textโis consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
SOBRE O KATZ RADIO GROUP
Katz Radio Group, representing over 3,000 radio stations and their digital platforms, is the largest audio aggregator in the country and the leader in the industry. Katz Radio Group connects advertisers to consumers in every market to fulfill their business objectives, creating complete custom integrated audio solutions. Advertisers’ messages are easily delivered anytime, anywhere, any way to any target through the largest, and most intimate and effective, reach mediumโRadio, with over 240 million weekly listeners. Katz Radio Group, a subsidiary of iHeartMedia, is headquartered in New York City with 14 offices across the country.
CONTACTS
NielsenGorki De Los Santos, (646) 654-4837,ย gorki.delossantos@nielsen.com
Katz Media GroupJennifer Savage, (419) 351-5145, jennifer.savage@katz-media.com
