Billtown PA Radio: Backyard Rejoins Nielsen

Nielsen and Backyard Broadcasting PA LLC has reached a multi-year agreement for Nielsen audio measurement. This agreement encompasses all of Nielsen’s local syndicated products and services available to mid-market radio broadcasters.

Backyard Broadcasting PA LLC is based in Williamsport, Pa. The company owns radio stations WILQ-FM, WLMY-FM, WWPA-AM, W267BJ, Williamsport; WZXR-FM, South Williamsport; WCXR-FM, Lewisburg; and WBZD-FM, Muncy.

The latest in a series of high-profile customer “win-backs,” Nielsen can once again count Backyard Broadcasting among its valued clients. The gold standard in radio audience measurement, Nielsen audio’s long-established legitimacy, agency acceptance, and widespread use among media buyers were referenced as primary factors in the broadcaster’s decision to renew ties with the global research firm.

“It’s good to be back, and we are excited to be working again with Nielsen,” said Dan Farr, President, and CEO of Backyard Broadcasting PA, LLC. “We are looking forward to using Nielsen data to help us achieve our income potential in national and regional dollars—and the sales team is ecstatic about getting Tapscan back to help them plan the best radio strategy for their local clients.”

“Good-byes are never easy, but they do make the homecomings particularly sweet,” said Brad Kelly, Managing Director of Nielsen Audio. “We are thrilled to welcome Backyard Broadcasting back into the Nielsen Audio client family. Despite the accelerating pace of fragmentation we are seeing across all forms of media these days, the future of AM/FM radio and audio-based advertising platforms is looking remarkably bright. We could not be more excited about rejoining forces with the team of marketing pros at Backyard to help Williamsport, PA area advertisers build their businesses, move product off the shelf, and optimize their ad dollars. “