Nielsen announces that Sun Broadcast Group has expanded its relationship to license Nielsen Media Impact (NMI) powered by Nielsen’s Total Media Fusion. Nielsen Media Impact is a cross-platform media planning and optimization solution that helps clients understand total campaign reach, frequency, and duplication using advanced audience segments.

“With Nielsen Media Impact, we can show advertisers the effect on overall campaign reach and frequency when money is moved between media,” said Jay Bailey, President/Founder of Sun Broadcast Group. “As we continue to expand our footprint to better serve our affiliates, advertisers and partners across the country, the usage of Nielsen Media Impact will have a vital part in evaluating the efficiency of our plans and demonstrating the true value of radio in driving sales.”

“We are pleased to welcome Sun Broadcast Group as a subscriber to Nielsen Media Impact,” said Brad Kelly, Managing Director of Nielsen Audio. “The media landscape is evolving quickly. Cross-platform planning and buying are becoming ‘table stakes’ with big advertisers. Equipped with this powerful new Nielsen solution, Sun Broadcast Group will be using real data to effectively demonstrate how its radio assets can supplement and amplify the effectiveness of TV ad campaigns.”