RAB Webinar Spotlight Nielsen’s New Mobile Diary System

The Radio Advertising Bureau will host a live presentation on April 1 highlighting Nielsen Audio’s new mobile-enabled diary methodology, mSurvey, as the industry prepares for its rollout in Spring 2026.

The one-hour virtual session, scheduled for noon CT, will provide an overview of the platform and share test results that informed its development, offering broadcasters, advertisers, and agencies an early look at how the updated system will function in practice.

The launch of mSurvey represents a major shift in radio audience measurement, designed to better reflect how listeners engage with media in a mobile-first environment. The platform aims to improve ease of use, boost participation rates, and deliver more representative data—particularly among younger audiences who have historically been harder to capture through traditional diary methods.

 

The initiative is part of a broader, multi-year effort by Nielsen to modernize its Audio Diary service. That effort includes a range of updates such as digital-first recruitment, address-based sampling, revised incentive structures, and new engagement strategies intended to improve data accuracy and reliability.

The webinar will be led by Rich Tunkel and Robin Gentry, who are expected to outline the development of mSurvey, its impact on diary methodology, and what the industry can expect as implementation begins.

The session is free and open to members of the radio and advertising community and is part of the RAB’s “One Voice for Radio” initiative, which continues to provide resources and updates aimed at supporting the industry’s evolution.