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Nielsen Has A ‘Well Laid Out Plan’ for Nielsen One For Audio.

For the past two years, the big focus at Nielsen has been the development and rollout of Nielsen One, its cross-platform measurement system that uses a single metric to track media consumption across platforms. But so far, it’s been exclusively on TV. In her first convention appearance since assuming the management mantle for Nielsen Audio from Brad Kelly, who left in January as part of an extensive management shakeup, Catherine Herkovic, Nielsen’s Executive VP & Managing Director, Local TV/Audio, said the company has “a very well laid out plan for what Nielsen One for content in audio might look like.”

Ultimately it would measure broadcast radio, station streaming, other types of streaming, even podcasting. The company has begun talking to clients about working together to move the roadmap Nielsen has developed into the proof-of-concept phase. That involves having different clients provide Nielsen with the big data that would form the digital audio piece of Nielsen One for audio content. “We're going to talk to clients and follow the industry,” Herkovic said in the “Up Close with Nielsen Audio’s New Leadership” session moderated by Buzz Knight Media CEO Buzz Knight Monday at the NSAB Show in Las Vegas. “I think audio is in a very different place than the national television space in terms of Nielsen One,” Herkovic added. “And I think while we have a plan, we have a lot more conversation we need to have about what the audio industry needs, and what that needs to look like for the audio marketplace.”

Herkovic said the purpose of Nielsen One for audio content is to not limit measurement just to the PPM panel, especially when it comes to the growing percentage of AM/FM listening that takes place online in the form of radio station streams. In Nielsen One for audio, the digital audio measurement piece would come from streaming server data. Herkovic noted that audience measurement is “a team sport.” For broadcast radio, that means encoding the on air signal. For digital audio, it involves integrating the server data “to get that flowing and to make sure that we have the panel plus census measurement, which can handle the fragmentation, especially on the more digital side and provide the total audience footprint to clients.”

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