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Nielsen unveils continuous diary measurement for 46 audio markets

Nielsen Holdings PLC delivered continuous diary measurement data for its first five markets on Aug. 13 and said it expects to roll out the new monthly data in a total of 46 audio markets over the coming weeks.

Continuous diary measurement, or CDM, contrasts with older solutions that collected audio diary data quarterly or twice a year. Year-round measurement with monthly reporting, according to Nielsen, provides more ratings stability, makes seasonal shifts more visible and enables clients to react more quickly to marketplace changes.

After delivery in five markets on Aug. 13, the company said July data for the balance of the 46 markets will arrive between Aug. 14 and Aug. 23.

Effective with the launch of CDM, 94 Nielsen Audio metros will have monthly reporting, representing roughly 80% of radio's ad spend and population in Nielsen Audio markets.

In June, iHeartMedia Inc. agreed to support CDM in Nielsen Audio's four book markets. Additional broadcasters that have signed for CDM include Univision Communications Inc., Midwest Communications, Tyler Media, QueenB Radio, Southern Stone Communications and Bahakel Communications.