• by Wayne Friedman , November 15, 2018

Nielsen's cross-media planning/optimization tool, Nielsen Media Impact, is expanding to include radio as a media platform.

It will allow users to follow cross-media reach, frequency and duplication using advanced audience segments. Radio can now be compared to other national media. It will allow advertisers/agencies to see custom dayparts,radio formats, owner groups and RADAR Networks.

Radio data comes from Nielsen’s National Regional Database, which consists of its Portable People Meter platform and diary data.

Nielsen Media Impact gets its data from Nielsen’s Total Media Fusion, granular respondent-level information from Nielsen measurement panels with census factors. The Total Media Fusion service includes TV, radio, VOD, SVOD, mobile, tablet, desktop, print, cinema and digital place-based media.

Earlier this year, Nielsen said its Local Nielsen Media Impact, a local planning and optimization tool, would be available in the top 25 DMAs with Local People Meter data -- that included radio listening.

Jay Nielsen, vice president, product leadership, Nielsen, stated that clients will now have a more complete media picture, centered “around advertising efficiencies across media consumers spend time with the most.”