Numeris has announced the launch of Radio Local+ – a new hybrid radio measurement approach for local markets that’s set to replace Online Radio Diary methodology.
Developed by Numeris, in partnership with Stats Radio, the new “official currency for local radio measurement” combines people–based listening behaviours with census–level streaming data and advanced modelling to deliver what Numeris says will be a more stable and representative view of radio consumption in local markets.
With the first release using the new methodology scheduled for December of this year, Radio Local+ will double the frequency of current reporting to four releases annually.
“This enhanced foundation positions radio for the future, with planned advancements such as minute–level listening data and impressions–based metrics that will further align radio measurement with evolving cross–media standards and advertiser needs,” the measurement agency said in an announcement.
“We are fundamentally modernizing how local radio is measured,” said Dr. Derrick Gray, Chief Research & Operations Officer at Numeris. “By integrating people–based listening behaviours with census–level streaming data, we are delivering a more complete and reliable view of radio consumption–one that provides a strong foundation for the industry moving forward.”
Numeris said the move reflects both the rapid evolution of audio consumption and the growing need for measurement that keeps pace, while offering flexibility to adapt alongside the industry.
“As listening expands across broadcast and streaming, platforms and devices, the industry requires a system that more accurately reflects how Canadians engage with radio today, while reducing volatility and improving consistency across markets,” it continued.
“This is an exciting time for radio and audio in Canada,” said Steve Jones, President of Stingray Radio, the country’s largest radio ownership group, and a Numeris Board Member. “This evolution will strengthen confidence in our medium and give broadcasters a more powerful way to demonstrate the value they deliver, as well as give agencies and advertisers more confidence in the numbers.”
“This is a defining milestone for Numeris and for the Canadian audio industry,” added Alicia Olson-Keating, President and CEO of Numeris. “The new measurement has been approved, but the critical part of the evolution is in front of us. We need to share the data, educate the industry, and mobilize the buy side and the sales side with a focused and immersive roll–out over the next six months and beyond.”
