December 2, 2021
Welcome back! With last weeks release 22 markets previously dropped by Numeris have been brought back to life courtesy of radioCount. These are:
A new radio ratings supplier is a major step forward for the industry and bodes very well for the future.
The methodology seems to be a marked improvement on the past. The sample sizes, which are generally 500-600, are robust for these smaller markets. Unlike that experienced with diary, they have had no problem getting responses for all demographics. They use a combination of call-out and online in securing respondents. They avoid household recruitment and only use one respondent per household.
This allows for broad coverage as opposed to the duplication that can exist within one family. The qualitative categories included are Education, Household Income, Household Size and Children in Household.
As a sample, let’s look at six of the markets. I should note that CBC market specific data is not reported so I have not included them in my charts. Since this is the first radioCount release there is no trending data. The methodology is different from the Numeris approach, so a trend from one to the other wouldn’t be appropriate. I will say that this new approach is quite impressive.