Radio Added to Nielsen Media Impact Tool

Nielsen has expanded its cross-media planning solution Nielsen Media Impact solution (NMI) to include radio.

NMI, available at a local and national level, is a planning system that allows users to understand cross-media reach, frequency and duplication, using advanced audience segments from the firm's in-market consumer insights service Nielsen Scarborough. These go beyond basic demographics and include behavioral, attitudinal and cross-platform media behavior attributes.

Radio data will be drawn from Nielsen's National Regional Database (NRD) comprising Portable People Meter (PPM) and diary data. Adding this national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level, as well as the incremental reach achieved by including national radio in the media mix.

Jay Nielsen (pictured), VP, Product Leadership, comments: 'Having radio data incorporated into Nielsen Media Impact fills a clear need we have heard from the market. This enables clients to understand a more complete picture around advertising efficiencies across the media that consumers spend time with the most'.

Web site: www.nielsen.com .