Increases with the new 3-Minute Qualifier

During the latest in the One Voice for Radio series, "Audience Lift: Impact to Action," Jon Miller, vice president, audience insights, and Rich Tunkel, managing director, Nielsen Audio, shared insights into the three-book data and how the lift in impressions, reach and frequency can be communicated and promoted. With a full quarter of data using Nielsen's 3-Minute Qualifier, attendees learned the positive impact of the revised measurement. "Everyone's about 15% higher in this first quarter than what we saw in the fourth quarter. By going to a three-minute qualifier, we've captured more audience. We're therefore capturing more impressions, will deliver more to advertisers and we're finding that extra audience in the radio numbers," noted Miller.