Media Monitors and Nielsen Audio have announced a new programming tool they say can reveal changes in PPM listening faster than ever before. The new jointly-developed service, Audio Overnights, is now in beta.
In the release, jointly distributed, it was not made clear when the product would be made available.
Nielsen Audio Managing Director Brad Kelly says, Audio Overnights provides next-day information about the audio tuning behavior of PPM panelists. The data is designed to enable programmers and station management to react faster to market and station changes.”
Media Monitors CEO Philippe Generali says the final hours of broadcasting of WPLJ is as an example of the sort of major listening changes revealed by Audio Overnights. “We found that the number of quarter hours increased towards the close down of WPLJ on Friday. This was due to more panelists tuning in more often just to hear the swan song of that station. This is a perfect example of how Audio Overnights will provide radio programmers and management with next day insights about their station’s listening. If this had been a major show change which produced surprising results – positive or negative – the radio station could very rapidly adjust to the information, without having to wait weeks for data.”
