VIDEO : Radio Added To Nielsen Media

According to Broadcast Cable, Nielsen said on Thursday that users of its Media Impact tool will be able to incorporate radio to optimize national and local advertising campaigns. Using data from Nielsen?s National Regional Database, advertisers will be able to better understand the impact and value of their radio campaigns and better understand campaign reach. Jay Nielsen, VP of product leadership said: "having radio data incorporated into Nielsen Media Impact fills a clear need we have heard from the market".