The deal between the two companies was announced Wednesday. Westwood One will use Nielsen’s advanced data management platform to help advertisers make better buying decisions, aimed more at the customers they’re looking for. Here’s how this works…
Nielsen connects Westwood One’s radio formats to offline purchase data. Nielsen will do this by linking Westwood One audience data captured by PPM and Westwood’s streaming audio data with Nielsen data assets in real time. This includes Nielsen Catalina Solutions’ CPG purchase data, which covers sales data of 121,000 brands and 184 million consumers. It also includes Nielsen Buyer Insights purchase data covering $1.2 billion in consumer spending across 125 million U.S. credit cardholders.
The Nielsen consumer insights capabilities will enable Westwood One to provide advertisers with detailed reports indexing all of its network station lineups, programming such as the NFL and NCAA and radio formats against their prospective customers’ demographics, personalities, TV viewing habits, digital behavior, credit card spending and specific product purchases.
Westwood One President Suzanne Grimes said, “Purchase-based marketing is now a long-awaited reality for our advertisers, and proudly a first-mover advantage for Westwood One. Radio now offers specificity of audience alongside the biggest reach in media. We are embracing Nielsen’s big data capabilities to enable our advertisers to identify and reach their best customers across every radio format we offer at an extremely high degree of accuracy.”
