TORONTO — Canada’s source for radio industry audience measurement data has moved forward with a new hybrid radio measurement approach for local markets.
As Numeris sees it, “Radio Local+” marks “a pivotal step forward in how audiences will be measured across Canada.” It’s also being eyed as “a foundational milestone ” in its broader audio strategy.
The new approach will become the official currency for local radio measurement, with its first release scheduled for December 2026.
“We are fundamentally modernizing how local radio is measured,” said Dr. Derrick Gray, Chief Research and Operations Officer at Numeris. “By integrating people-based listening behaviors 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.”
For Numeris, the shift “reflects both the rapid evolution of audio consumption and the growing need for measurement that keeps pace. 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.”
Alicia Olson-Keating, President and CEO of Numeris, commented, “This is a defining milestone for Numeris and for the Canadian audio industry. 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.”
The forthcoming hyrbid model was developed by Numeris in partnership with StatsRadio. It combines people-based listening behaviors with census-level streaming data and advanced modeling. This, Numeris believes, will deliver to advertisers and radio executives a more representative view of radio consumption in the markets it measures.
Importantly, four releases of data will come each year, compared to twice-yearly data seen presently in these markets.
Stingray Radio President Steve Jones, a Numeris board member, is pleased with the coming change. “This is an exciting time for radio and audio in Canada. 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.”
