Nielsen announces a new collaboration with Edison Research to launch Nielsen Podcast Fusion powered by Edison Research. Nielsen says, “For the first time, advertisers and agencies will be able to plan, optimize and compare all major media types – including podcasts, TV, radio, digital and social – in one
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.
