Audio Measurement
A new era of audio measurement in Canada.
Audio audiences are evolving, and so is the way they’re measured.
As Canadians listen across broadcast radio, streaming platforms, connected devices and emerging audio experiences, Numeris is evolving its measurement approach to better reflect how audiences engage with audio today.
Through our Audio Strategy, we’re building a more unified, stable and future-ready measurement ecosystem that combines trusted audience measurement with new data sources and innovative methodologies. The goal is simple: provide the industry with more representative audience insights, greater consistency across markets and a stronger foundation for the future of audio planning, buying and selling.
Our Audio Strategy
Numeris has developed a multi-phase Audio Strategy focused on modernizing measurement, increasing stability, improving comparability across markets and creating a more unified view of audio audiences.
Phase 1: Improve Stability
The first phase of our Audio Strategy focuses on delivering more stable audience measurement. By combining people-based listening behaviour with census-like streaming data, Numeris is reducing volatility and creating audience estimates that better reflect how Canadians listen today. This phase also includes the transition away from the Online Radio Diary (ORD) methodology to Radio Local+, our new hybrid audio solution for local markets.
Phase 2: Unify Measurement
The second phase focuses on reducing the number of disparate sources of audio audience estimates. By bringing Numeris’ local and metro measurement approaches closer together and aligning methodologies across markets, this phase will reduce fragmentation and make audio audiences easier to compare. The result is a more consistent view of listening and a stronger foundation for a unified audio measurement system.
Phase 3: National & Provincial Audio Reach
The final phase will build on this foundation to develop national and provincial audio reach estimates, creating a more comprehensive view of audio audiences and supporting broader planning and evaluation needs across the industry.
Introducing Radio Local+
The First Step in Numeris’ Audio Strategy
Radio Local+ marks a pivotal step forward in how audiences are measured across Canada and serves as the foundation for Numeris’ broader Audio Strategy. Combining people-based listening behaviours with census-like streaming data, Radio Local+ provides a more stable, representative and modern view of radio consumption. It also introduces more frequent reporting, with four audience releases annually, providing timelier insights for the industry.
Key benefits include:
- More stable audience estimates
- Reduced volatility
- More representative measurement
- Timelier audience insights through, more frequent reporting, aligned to meter market releases
- A stronger foundation for future innovation in audio measurement
