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CBS, Nielsen launching cross-media measurement trial

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RBR-TVBR Buzz Stream

More good news coming from the Nielsen-Arbitron merger: They jointly announced CBS’s participation in Nielsen’s first-ever trial to measure cross-media campaigns on local television and radio. The test will combine data from Nielsen’s Local People Meter panel with data from the newly acquired Nielsen Audio’s PPM panel to provide the cross-platform measurement. Results will be shared in late Q1. It will focus on combining CBS local TV audience data with CBS Radio audience data to build a foundation that measures unduplicated reach and time spent across both media.

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