Press Room

Cumulus Media Signs Long-term Extension for Radio Measurement With Nielsen

New Agreement Also Extends Westwood One’s Use of Nielsen Marketing Cloud and Pointlogic Services for Improved Audience Targeting and Marketing Decision Making

New York, NY – Dec. 8, 2017 – Today, Nielsen (NYSE: NLSN) announced that Cumulus Media, one of the largest media companies in the U.S., has signed a multi-year extension for radio ratings services for all Portable People Meter (PPM) and radio diary measured markets. Westwood One, the largest radio network in the U.S. and the national-facing arm of Cumulus Media, is also included in this agreement. This multi-year agreement provides Nielsen’s radio and network radio ratings services for Cumulus and Westwood One’s 446 radio stations across 90 local markets.

“Despite the abundance of media options, radio continues to lead the way in reach and ROI. We are excited to extend our agreement with Nielsen so that we can continue to leverage their vast datasets and analytical insights to provide the proof that we do indeed deliver the highest ROI of any local media to our advertisers,” said Bob Walker, Executive Vice President Operations, Cumulus Media.

In addition to extending Nielsen’s core audio ratings services, Cumulus and Westwood One will continue to have access to local qualitative behavioral data from Nielsen Scarborough, enhanced talent analytics from Nielsen N-Score and national networks ratings from Nielsen RADAR. As part of the agreement, Westwood One will extend its use of Nielsen Marketing Cloud and Pointlogic for enhanced purchase-based marketing and media planning functions.

“We are pleased to extend our audio measurement agreement with Cumulus Media,” said Brad Kelly, Managing Director, Nielsen Audio. “This extension is a symbol of the mutual respect and trust that exists between Nielsen and Cumulus, and we believe that our measurement services will enable Cumulus to tell their complete audience story to their advertisers and capture their fair share of media ad dollars.”

Nielsen is committed to total audience measurement and audio is big piece of that story as it reaches more than 90% of American adults every week. Radio’s unmatched reach is a great appeal to marketers that want to connect with broad-based consumers and increase the effectiveness of their advertising.


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

About Cumulus Media

A leader in the radio broadcasting industry, Cumulus Media (PINK: CMLSQ) combines high-quality local programming with iconic, nationally syndicated media, sports and entertainment brands to deliver premium content choices to the 245 million people reached each week through its 446 owned-and-operated stations broadcasting in 90 US media markets (including eight of the top 10), approximately 8,000 broadcast radio stations affiliated with its Westwood One network and numerous digital channels. Together, the Cumulus/Westwood One platforms make Cumulus Media one of the few media companies that can provide advertisers with national reach and local impact. Cumulus/Westwood One is the exclusive radio broadcast partner to some of the largest brands in sports, entertainment, news, and talk, including the NFL, the NCAA, the Masters, the Olympics, the GRAMMYs, the Academy of Country Music Awards, the American Music Awards, the Billboard Music Awards, Westwood One News, and more. Additionally, it is the nation’s leading provider of country music and lifestyle content through its NASH brand, which serves country fans nationwide through radio programming, exclusive digital content, and live events. For more information, visit


Gorki De Los Santos, Nielsen, 646-654-4837,