Nielsen Pulls Plug on US Radio Ratings Service

Nielsen has announced that it is shutting down its diary-based radio ratings service in the US, from the Fall 2010 period. The firm said in a statement that the decision will not impact its international radio measurement services.

Nielsen announced its decision to compete with Arbitron through the introduction of US radio ratings and completed a pilot study in 2008. At the time, Arbitron described Nielsen's once-a-year service as 'a step backward'.

The diary-based ratings, which used stickers in place of handwritten entries, was available in 51 mid-sized radio markets. However, little more than a year after releasing its first set of ratings, Nielsen has now withdrawn the service.

No reason has been given for Nielsen's decision, which has come just days after its former radio ratings client Clear Channel Radio signed a $538m five-year contract for Arbitron's PPM and diary ratings.

In yesterday's announcement, Nielsen said that back data and limited access to Radio Advisor software will continue to be available for clients. The firm will also continue to deliver radio measurement in each of the 11 other countries where it currently provides the service.

Web site: www.nielsen.com .