Numeris has established an industry working group to support the Canadian radio industry’s transition to new hybrid measurement solution, Radio Local+.
Developed in collaboration with StatsRadio, Radio Local+ will replace Online Radio Diary (ORD) measurement for 22 markets later this fall. It combines people–based listening behaviours with census–level streaming data and advanced modelling, with the first release using the new methodology set for December.
The working group brings together industry stakeholders, including representation from Rogers Sports & Media, Bell Media, Canadian Broadcast Sales, Cogeco Media, Corus Entertainment, Stingray, Pattison Media and Target Broadcast Sales, as well as industry advocacy group, Radio Connects, and Numeris.
The group has been established to help develop a common understanding of how audience delivery and inventory values translate from the current ORD methodology to Radio Local+. It will also make recommendations to help support a smooth transition and provide guidance for broadcasters, agencies and advertisers as they prepare to work with the new measurement currency.
“The transition to Radio Local+ is a significant milestone for the Canadian radio industry,” said Caroline Gianias, President of Radio Connects. “The formation of this working group demonstrates our industry’s commitment to working together to support a successful transition. By bringing together key stakeholders from across the radio ecosystem, we can provide valuable context and recommendations as they begin evaluating the new methodology. This collaborative approach will help promote alignment, reduce uncertainty, and build confidence in Radio Local+ as the industry’s future measurement currency for local markets.”
With the initial release anticipated to cause some disruption in the market, among the group’s priorities is to find opportunities to minimize that disruption, while promoting consistency in how audience changes are interpreted.
“Its recommendations will help provide the industry with guidance and context to better understand methodological differences and avoid misinterpretation of results,” Numeris said in a release.
“At Numeris, our role is to bring the industry together around trusted, future-ready measurement solutions,” said Alicia Olson-Keating, President and CEO of Numeris. “The Working Group reflects that commitment by fostering collaboration, alignment and shared understanding as Canada transitions to Radio Local+.”
Alicia Olson-Keating was a guest on Broadcast Dialogue – The Podcast discussing Radio Local+. Listen to that episode here:
