Audience Measurement of Radio/Audio Listening | Ipsos
Audience Measurement

Measurement of Radio/Audio/Podcast Listening

Understanding the radio/audio/podcast listening audience.

We help media companies offering Radio and/or audio content to understand the size, the makeup, and the behaviour of their audiences across different stations and platforms. These data feed into decisions on how best to maximise audiences with compelling content and how to promote specific programmes to high value listeners. In addition, the data is used for trading advertising inventory between marketers, media agencies and media companies.

Ipsos employs a range of methods to measure radio audiences in more than 30 countries worldwide. These include listening diaries, telephone recall studies and the passive MediaCell meter. In each case we ask a representative sample of people to participate in the chosen measurement system. In the case of diaries, people are requested to record any radio stations they listen to over a seven-day period. For each quarter of an hour, they are asked to indicate the stations they are listening to, the platforms used (e.g. a radio station, smartphone or other device) and where they are (home, car, work etc.). Diaries can be filled in digitally via computers, tablets or smartphones or on paper depending on the user’s preference.

Our telephone Day-After-Recall approach focuses on listening on the previous day, again asking about the stations listened to, the platforms used and the location of listening by quarter hour.

Our Gold Standard MediaCell application detects audio by sampling audio characteristics and matching them to a reference database and / or via a special code inserted into the audio stream at source. We are unique in our ability to offer bot detection methods. In both cases, the source, time, and location of exposure can be determined at a very granular level. The combination of these two data streams allows us to capture listening to live and time-shifted audio content on any device, whether via headphones or not, and we can report at the level the market requires, down to the minute-by-minute level.

Irrespective of approach Ipsos has the solution to help you measure your radio audiences.

Learn more about MediaCell