Fusion of radio currency data with audience insights

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AUCKLAND, Monday: Nielsen has unveiled “an exciting” new venture in collaboration with the NZ Radio Broadcasters Association to fuse radio currency data with the in-depth audience insights available in Nielsen’s Consumer & Media Insights (CMI) data.

This enables a richer profiling of radio target audiences, ranging from what they consume, their purchase intention, cross-media engagement, to their diverse lifestyle and attitudes.

Nielsen NZ executive director Tony Boyte said: “This announcement is a New Zealand industry first for radio data and will be delivered this Thursday (25 November) 2021 in CMI.


“The fusion of this data into Nielsen’s CMI will help provide a more complete picture of media consumption in New Zealand.”

“The inclusion of the fused radio currency will provide agencies, media owners, and advertisers with average and cumulative audience insights for 13 markets across New Zealand, eight dayparts, and more than 20 National radio brands.”

RBA ceo Jana Rangooni said: “This fusion of radio currency audiences and Nielsen CMI further strengthens radio’s relevance and value in the New Zealand advertising market. It ensures that radio measurement is extended with profiling from CMI that is a differentiator for planners and buyers”.

The Radio Bureau GM Peter Richardson said: “The GfK surveys, which are in the market 40 weeks of the year, provide up-to-date, quality radio listening data. The fusion of this data into Nielsen’s CMI will help provide a more complete picture of media consumption in New Zealand, giving agencies opportunities for greater insights.

“TRB is proud to have supported this initiative”.


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