QUEBEC CITY – Audience measurement company StatsRadio said today it plans to include web panel data in its methodology.
Launched in 2016, StatsRadio tracks radio listeners through landline and mobile telephone surveys and the resulting ratios, applied to stations’ streaming data, “provide broadcasters and their stakeholders cost-effective, cross-platform audience measurement 24/7, 365 days per year,” says the company press release.
StatsRadio hired Statlog, whose audit revealed when telephone surveys are combined with web panel survey results, they establish more reliable, representative ratios between online and over-the-air audiences, reads the release.
“Given the increased adoption rate of streamed technology during the Covid-19 pandemic, and the decrease in survey respondents recruited through traditional means, we believe a mixed approach is more durable long term,” said StatsRadio CEO Louis-Phillipe Sutton, in the press release.
The company will permanently introduce a web panel in samples, where possible, within the next six months.
“Our mission at StatsRadio is to provide the radio industry with measurement tools that eliminate any gap between traditional radio and digital platforms. With access to pertinent, quality, and representative audience information, we are confident that advertisers will keep investing in their local economy,” said Sutton.
The company counts 83 stations (mostly in Quebec) as clients.
