Radio-data makes the digital reach of radio stations measurable for the first time
Radio-data is the first standardized, IP-based measurement of the digital reach of radio stations in Switzerland. The method, developed by Unikom in collaboration with Sotomo and Uplink Digital, combines comprehensive streaming data with representative surveys. As a result, small, local, or specialized DAB stations can now be reliably measured and marketed for the first time.
Previous panel measurements reliably detect mainly large stations along the FM coverage areas. Small, local or specialized DAB stations remain invisible. Radio-data closes this gap: The new measurement method maps usage across all distribution channels - from DAB+ to streaming to FM. Niche offerings and start-ups are also reliably identified for the first time and can therefore be compared.
Visibility is the basic economic prerequisite for successfully operating a radio station - whether for advertising, sponsorship, institutional partnerships or funding. «It was clear to us that modern radio measurement must be based on IP data,» says Michael Hermann from Sotomo.
Listening time as a key performance indicator
In addition to reach, radio-data also precisely records listening time. This is a key indicator for the impact of radio programs. Programs with high usage intensity offer particularly attractive conditions for campaigns. At the same time, editorial offices gain additional transparency in order to better understand the use of their content.
Radio2Go and Radio Tell lead the initial evaluation
The initial results impressively demonstrate the range of successful programs. For example, Radio2Go, a station from Brugg, reaches around 11,500 contacts with a record average listening time of just under three hours. Radio2Go is thus an example of high usage intensity and strong loyalty in the local market. It has the highest listening time in the entire Swiss radio market.
In terms of reach, Radio Tell tops the list of 24 reported stations. Radio Tell proves that clearly positioned stations can reach large audiences and grow: With its consistent focus on folk music, it reaches over one million listeners per month, putting it on a par with nominally much more established stations.
Integration into the programmatic advertising market
Radio-data is now creating the technical basis for the integration of radio into the programmatic advertising market. In future, reach can be accessed in real time via interfaces and integrated directly into automated campaigns.
The method is based on a complete daily survey of streaming usage, which is supplemented by survey data. Uplink Digital is responsible for the technical data collection and processing, while Sotomo analyzes and models usage behavior. The result is a comprehensive picture of actual radio usage.
