Numeris scraps Fall 2020 TV Diary; radio to focus on top markets

Numeris has announced it won’t be producing a Fall 2020 TV Diary, with its Fall Radio Diary to move solely online and focus on top radio markets only.

The audience measurement agency cites the potential for a second wave of COVID-19, and the risks of not being able to physically process diaries with further lockdowns. While some Numeris staff have returned to the office, the agency says it remains unable to process physical diary returns remotely.

Since Fall 2016, Numeris has had an Online Radio Diary in place that allows diary homes to complete either a paper or online diary. Generally markets with the highest populations generate the most online respondents (40 to 50%). Accordingly, the agency will proceed with an online-only Fall Radio Diary with a focus on top markets only. Markets to be measured include Ottawa-Gatineau, Winnipeg, Quebec City, Hamilton, Kitchener-Waterloo, Trois-Rivieres, London, Halifax, St. Catharines/Niagara, Victoria, Windsor, Saskatoon, Regina, Sherbrooke, St. John’s, Kelowna, Barrie, Kingston, Moncton, Sudbury, and Saguenay.

Without an online TV Diary in place, Numeris will not produce a Fall 2020 TV Diary and instead focus on delivery of the Spring 2021 TV Diary.

“Moving to an online only TV Diary involves a significant methodological change and requires proper planning, testing and communicating the impact to members. In support of the TV Executive Committee, the Board approved our recommendation that introducing an online only TV Diary without a transition period would be too disruptive to the measurement service and not recommended during a global pandemic,” the agency said in an email to members.

Numeris says it will extend the reporting period for the Spring TV Diary from three to four weeks, as well as introduce the option for respondents to complete either a paper or online diary.


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