The deal includes a range of audience measurement and analytical services including local buying behaviour data from Nielsen Scarborough and Nielsen Rhiza. Portable People Meter (PPM) data, Polk by IHS Markit data, PD Advantage and Tapscan’s suite of services are also part of the agreement.

Keith Barton, vice-president and general manager of Max Media, said: “The comprehensive capabilities of Nielsen’s tools are integral to our ability to facilitate success for the advertisers and agencies that we work with.”

Brad Kelly, managing director of Nielsen Audio, added: “We look forward to assisting Max Media in helping Norfolk advertisers understand radio’s important role in the marketing mix, as well as the uniquely qualified consumers that they deliver.”