A proof of concept (POC) study shows that in certain...

A proof of concept (POC) study shows that in certain markets using local TV and radio together for advertising doubles the reach, Nielsen and CBS said Monday. In the five markets measured in the POC, an advertiser could reach from 84 percent to as high as 93 percent of all adults within a month by leveraging both local TV and radio, Nielsen said in a news release (http://bit.ly/1h9bP0D). Advertisers would be able to see the benefits of combining the buying of these media and dayparts, or times of day, together, it said. Full results of the study will be presented Tuesday at the NAB Show in Las Vegas, Nielsen and CBS said.