Nielsen Adds Max Back To Roster

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In 2016, Dave Paulus, who was the Max Media Norfolk GM at the time, announced he was not renewing his agreement with Nielsen. He was concerned about how much the service cost compared to the ROI the stations were getting. This week, Max media announced they were back onboard with Nielsen.

Nielsen and Max Media in Norfolk have reached a multi-year agreement for Nielsen audio measurement. The agreement includes a range of audience measurement and analytical services including local buying behavior data from Nielsen Scarborough and Nielsen Rhiza.

Nielsen Rhiza is a sales tool that enables Max Media to offer clients granular insights about its customers, media consumption, and the competitive landscape.

Nielsen Audio Managing Director Brad Kelly said, “Despite the fragmentation that exists across the broader media landscape, radio remains remarkably resilient with American consumers, reaching 92% of Americans each week. We look forward to assisting Max Media in helping Norfolk advertisers understand radio’s important role in the marketing mix, as well as the uniquely qualified consumers that they deliver.”

“We are delighted to be working again with Nielsen,” said Keith Barton, VP and General Manager of Max Media. “The comprehensive capabilities of Nielsen’s tools, including Nielsen Scarborough, Polk by IHS Markit, Nielsen Rhiza, and Tapscan, are integral to our ability to facilitate success for the advertisers and agencies that we work with. We are now armed with the tools necessary to provide valuable marketing and advertising expertise to our clients and ultimately increase ROI.”

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