• by Wayne Friedman , April 7, 2014

Combining local TV and radio media buys can double the reach for advertisers in certain markets. Nielsen and CBS say the results of the first “proof of concept” show that using local TV and local radio can deliver higher reach. For instance, combining television prime-time and late news all week with morning drive on weekdays, an advertiser could reach 75% of adults 18-49 in Boston within four weeks.

Overall, in the five markets measured, an advertiser could reach from 84% to 93% of all adults 18-plus within a month by using local television and radio together.

"Industry-standard measurement is a first step toward showing large advertisers what local advertisers already know — there is a lot of value to combining local television and radio in a media buy,” stated David F. Poltrack, chief research officer of CBS Corp.

Nielsen uses data from October 2013 in five CBS markets, “fusing” Nielsen Audio's Portable People Meter listening data with Nielsen’s Local People Meter television data.

Nielsen says finding common characteristics across both Nielsen’s audio and television panels in each of these markets, the listening behavior was ascribed to those panelists with known viewing behavior.