Signal Hill Insights has announced it’s undertaking Audio on the Move, billed as the first holistic study diving into how and when Canadians are listening, across digital audio, terrestrial and digital radio, streaming, satellite, podcasting and emerging platforms, including share of time spent with all forms of audio.
“Today, audio is consumed at home, at work, and on-the-go using a multitude of devices, apps, channels and platforms,” Signal Hill said in its announcement Wednesday. “Audio on the Move will chart this dynamic landscape to provide a clear picture of how audio accompanies and complements daily life. A key objective is to stay ahead of the trends driving audio consumption, to help the audio industry and its advertisers know where consumers are directing their attention, and why.”
The study’s inaugural findings are set to be released in late spring, with Pattison Media and Spotify signing on as its first subscribers.
“We see the growing importance of digital audio consumption in our own business,” said Andrew Snook, Chief Innovation Officer, Pattison Media. “The holistic multi-channel perspective of Audio on the Move will provide us with crucial insights for our digital initiatives, such as Validate audio attribution, and to map our overall strategy for the future. We’re pleased to strengthen our productive partnership with Signal Hill Insights with this innovative new research study.”
While Signal Hill Insights has historically tracked North American share-of-audio listening via its Radio on the Move study since 2010 and The Canadian Podcast Listener since 2017, in partnership with Ulster Media, Signal Hill VP of Research Matt Hird says the growth of digital audio has revealed a gap in the marketplace.
“Audio on the Move recognizes Canadian consumers live in a multi-channel and multi-platform world, seeking to understand their preferences and real-world behaviours,” explained Hird. “It does not replace The Canadian Podcast Listener, but rather enhances it with additional context and colour.”
“The audio marketplace has changed and grown significantly since we first launched Radio on the Move,” added Signal Hill Insights founder and Strategic Advisor, Jeff Vidler. “Most importantly, the silos have been coming down between different audio channels. While radio continues to deliver unparalleled reach among Canadians, virtually all Canadian broadcasters have now also planted their stake in digital audio. That’s why I’m pleased to advise the Signal Hill team in the launch of this research study that reflects that new reality.”
