TALKERS News Notes
Triton Digital Collaborates with Nielsen Audio. Nielsen and Triton Digital are collaborating to integrate Triton Digital’s Podcast Metrics Demos+ into Nielsen’s cross-media planning tool, Nielsen Media Impact (NMI). Managing director of Nielsen Audio Rich Tunkel says, “Our collaboration with Triton Digital makes it easier for advertisers to evaluate and plan podcasts alongside, and with the same level of precision, comparability and confidence as other media channels, delivering a critical need.”
Seaboard Networks to Distribute Wrestling Show. Seaboard Networks is now distributing “Wrestling with Heart by Stanley Karr” – a one-hour program hosted by wrestling fanatic Stanley Karr. Seaboard’s marketing solutions consultant Bob Stei states, “Wrestling has a fan base of millions of people. This is a good place for them to enjoy banter on their favorite topic.”
Nielsen Names DeTraglia to Executive Post. Nielsen is appointing Julie DeTraglia head of content and strategic insights. In this role, she’ll lead strategy for Nielsen’s editorial marketing content, which includes social media, insights articles, client communications, events, sales enablement tools and podcasts. Nielsen head of global marketing Sacha Weinberg states, “Julie has a rare talent for transforming data into clear, actionable strategy. She doesn’t just look at where the market has been – she identifies the signals that tell us where it’s going next. Her ability to synthesize deep historical insights with current market dynamics will be a gamechanger for how we deliver value to our clients in a constantly evolving landscape.” DeTraglia most recently served as vice president of ads measurement at Netflix.
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
ideal medium platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners also spend more online than TV viewers. AM/FM radio listeners and heavy podcast listeners over-index on Amazon Prime membership and purchase intent; 2) AM/FM radio makes your TV better – “20 gets you 50”: Nielsen Media Impact optimizations reveal shifting more media weight to AM/FM radio generates significantly more reach, especially among younger demographics 18-49. AM/FM radio does an extraordinary job increasing campaign reach among light TV viewers, who are far less likely to see retailer TV ads. The rule of thumb is “20 gets you 50”: a 20% shift of a TV media budget to AM/FM Radio generates a 50% increase in reach; and 3) Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising.