Nielsen is attempting to address the continued challenges facing the the diary-based radio ratings service. During a recent webinar, the company plans a hybrid approach to its diary-based ratings system, citing falling response rates, rising costs, and shifting consumer habits.
What We Know: Nielsen operates diary-based measurement in hundreds of smaller radio markets. Meanwhile, the top markets migrated to Portable People Meters (PPM) years ago. Additionally, earlier this year, Nielsen launched its mobile-enabled mSurvey platform, adding a digital layer to diary collection. However, executives now say that upgrade alone isn’t enough to sustain long-term viability. According to Nielsen, survey response rates have dropped 13% year over year despite no methodological changes to prospecting.
What They Said: Imran Hirani, Nielsen’s leader for diary operations: “We have some additional hills to climb. We do need to think about something that’s more substantive change to be able to address these issues.”
What Remains Unclear: Nielsen hasn’t confirmed exactly what their full approach is going to be or a timeline for that execution. It also remains unknown whether the new methodology could eventually replace diaries entirely, even though Nielsen stated it does not plan to do so. Beyond that, the company hasn’t specified how clients will be notified before test data rolls out early next year.
What It Means: As the world evolves into a more digital world, Nielsen is still playing catch up. It is encouraging that Nielsen recognizes the challenges surrounding survey participation. However, the problem is not new. For years, there have been signs that consumers are increasingly unwilling to volunteer for an outdated process. Competing demands on their time have only intensified that trend. If participation continues to decline at its current pace, it raises serious questions about how smaller-market radio brands will measure success and demonstrate value to advertisers.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
