尼尔森新服务通过将投票行为与电台收听情况相匹配，帮助地方电台为政治活动提供服务
纽约，2015年10月20日--尼尔森（纽约证券交易所股票代码：NLSN）今天宣布，美国最大的广播代理公司卡茨广播集团（Katz Radio Group）已签署协议，授权尼尔森在全部48个广播便携式收听率计（PPM）市场提供选民收听率服务。尼尔森的 "选民收听率 "服务将使 Katz 更深入地了解广播如何接触到持特定政治观点的选民，同时加强其对政治活动的商业库存。
该服务将尼尔森音频公司的 PPM 数据与主要选民类别相结合。这些按民主党人、共和党人、无党派人士和未登记成年人的政治观点细分的新见解将帮助卡茨提高电视台向政治竞选活动更有效地输送选民的能力，从而获得更多的政治广告费用。尼尔森提供前 48 个音频城市和前 56 个电视指定市场区域 (DMA) 的政治收视率，并在电台和日间节目层面进行报告。
"卡茨媒体集团战略与分析执行副总裁斯泰西-林恩-舒尔曼（Stacey Lynn Schulman）表示："在政治广告领域，广播与美国选民建立有意义联系的能力一直未得到充分利用。"将我们听众的热情与尼尔森先进的政治定位相结合，为候选人在 2016 年吸引选民提供了一个令人兴奋的新机会"。
Pierre Bouvard, chief marketing officer at Cumulus | Westwood One commented, “Recently during Advertising Week, Jim Stengel, the former CEO of Procter & Gamble, said: ‘Marketing in the modern world simply will not work without data.’ Today, Katz and the American radio industry boldly launch a powerful data-driven voter-targeting platform. Adults 25-54 is not a demographic, it’s 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.”
“Political data and insights are critical in demonstrating radio’s capabilities to help the industry gain its share of campaign ad dollars,” said Radha Subramanyam, iHeartMedia’s president of insights, research and data analytics. “Nielsen data is also one of the key elements powering the iHeartMedia ‘AuDiO’ optimization tool, which launched last year and enables us to precisely target key voter segments nationwide.”
"尼尔森执行副总裁兼地方媒体董事总经理马特-奥格雷迪（Matt O'Grady）表示："所有的政治都是地方性的，在这个选举季，每个人都希望在正确的时间接触到正确的选民，从而最大限度地利用他们的政治广告资金。使用尼尔森的 "选民收视率 "解决方案，我们的客户可以通过全面、准确地了解哪些关键选民群体正在收听电台节目，从而更有效地推销他们的电台。
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 content—video, audio and text—is 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 world’s population. For more information, visit www.nielsen.com.
关于卡茨广播集团
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 medium—Radio, 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.
联系人
NielsenGorki De Los Santos, (646) 654-4837, gorki.delossantos@nielsen.com
Katz Media GroupJennifer Savage, (419) 351-5145, jennifer.savage@katz-media.com
