Modernizing Surveys for Better Data

Radio measurement is transforming. Under the One Voice for Radio initiative, RAB’s recent presentation, Diary Service Transformation, Robin Gentry and Rich Tunkel of Nielsen Audio walked attendees through the evolution and rollout of mSurvey - Nielsen's new radio survey methodology for diary markets.

In this clip, Tunkel shares how mSurvey is reshaping audience measurement – by making participation more convenient, mobile and reflective of real-world behavior – helping deliver a more accurate and representative view of today’s consumers. As measurement continues to evolve to reduce fatigue, expand demos and improve engagement, watch the full presentation on demand to understand how these advancements can strengthen your insights, credibility and conversations with advertisers.