• by Wayne Friedman , May 16, 2019

Local Media Impact, where marketers can plan media against many advanced audience segments, can now be used in 44 markets -- 25 local people meter and now 19 TV set meter markets.

Some of those markets include: Austin, Hartford, Las Vegas, Nashville, Cincinnati, Memphis, Providence, San Diego, San Antonio and Indianapolis.

The platform allows cross-platform analyses for local TV and radio, both separately and together.  

Key for growing cross-platform media planners: It can be used with Nielsen Scarborough local consumer insights to offer more granular advanced audience segments.

In November, Nielsen expanded the Nielsen Media Impact tool to include radio, so it can be compared to other national media. That allows 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, which includes TV, radio, VOD, SVOD, mobile, tablet, desktop, print, cinema and digital place-based media.

The 19 new markets are: Austin, Texas; Cincinnati, Ohio; Columbus, Ohio; Greensboro-High Point-Winston Salem, North Carolina; Hartford & New Haven, Connecticut; Indianapolis, Indiana; Jacksonville, Florida; Kansas City, Missouri; Las Vegas, Nevada; Memphis, Tennessee; Milwaukee, Wisconsin; Nashville, Tennessee; Norfolk-Portsmouth-Newport News, Virginia; Providence, Rhode Island-New Bedford, Massachusetts; Raleigh-Durham (Fayetteville), North Carolina; San Diego, California; Salt Lake City, Utah; San Antonio, Texas; and West Palm Beach-Ft. Pierce, Florida.