It’s obvious a deal was made between Cumulus and Nielsen to pay the millions of dollars the company owes the ratings firm in order for this new deal to be struck. It’s not unexpected due to the importance of the ratings in the markets Cumulus operates. When Cumulus filed for Chapter 11 it was announced the company owed Nielsen over $6 million. The two sides are calling it a long-term extension.
“We are pleased to extend our audio measurement agreement with Cumulus Media,” said Brad Kelly, Managing Director, Nielsen Audio. “This extension is a symbol of the mutual respect and trust that exists between Nielsen and Cumulus, and we believe that our measurement services will enable Cumulus to tell their complete audience story to their advertisers and capture their fair share of media ad dollars.”