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Clear Channel’s AuDiO Incorporates Nielsen Data
NEW YORK—Clear Channel Media and Entertainment’s Audience Delivery Optimizer now incorporates Nielsen’s radio audience measurement data to enhance its ability to identify key voter segments.
This marks the first time that the Portable People Meter currency data has been combined with specific public voter information.
Launched in June 2014, AuDiO, Clear Channel’s proprietary radio targeting tool for political advertisers, enables political campaigns to identify 10 voter segments. AuDiO can determine how many voters radio reaches in any political district around the country. It can then identify the media preferences of any segment, giving advertisers information about which media are best to reach which voters.
AuDiO matches key information for approximately 245 million Americans who listen to Clear Channel¹s 840 U.S. terrestrial radio stations to political databases to make actionable predictions about which desired voter segments are listening to which stations at which times. AuDiO works at all levels of elections and will be available for the 2014 election cycle.
PPM panel measures the radio listening habits of more than 75,000 respondents across 48 different markets. Nielsen uses an independent third party to conduct a blind, direct match of the panelist’s listening data to Clear Channel-selected voter data sources including voter registration. The result is a combination of listening data directly linked to anonymized and aggregated key voter characteristics and political views. Now part of AuDiO, the matched data enables Clear Channel to recommend radio stations that deliver specific voter segments based on advertising objectives with pinpoint accuracy.
“Matching Nielsen¹s data on what people listen to with voter characteristics in a privacy-protected way, provides new and valuable insights about radio’s ability to reach key voter segments and influence their decisions,” said Carol Edwards, SVP of media analytics at Nielsen.
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