All Access is reporting that Nielsen has alerted its clients of potential difficulties due to the COVID-19 surge. The measurement company which works with the majority of the radio broadcasting business has also relayed details of how it plans to handle the situation in order to deliver accurate and consistent audience estimates.
In the letter, Nielsen says it will continue executing in-person field work while using its established multi-mode recruitment and remote installation and maintenance procedures. However, the company cautioned that some delays in recruitment and slight volatility in intab levels could occur over the next month.
Nielsen further shared that it expected to have intab levels stabilized and back to current levels by the end of February or early March, depending on Omicron recovery rates. In-tab levels are expected to be closely monitored and field resources will be evaluated and adjusted if necessary.
Being able to rely on accurate radio measurement is important to radio stations and their advertisers. Though Nielsen says it is actively monitoring COVID infection rates in key panel markets, and any possible impact to its PPM inventory due to global supply chain challenges, the admission of potential challenges in executing as expected is likely to give radio executives and sales professionals a few extra headaches. The company says that it is confident that its contingency plans will mitigate risk, allowing it to move swiftly to ensure the accuracy and representativeness of its audience estimates. Whether that holds true or not will be depend on a myriad of factors over the next month.
