Radio Measurement Changes

What is Continuous Diary Measurement?

Canadian households will be recruited and measured year-round using DIARY methodology. The methodology will remain the same however number of survey weeks will increase to 24.

Why is Numeris doing this?

  • More homes have to be contacted with much lower participation
  • Fewer diaries were being returned
  • Difficulty reaching mobile-only households increasing (40% growing to 50% in 2020)
  • Lower weekly sample size over more weeks means it will be easier to recruit participants

What is Changing?

  • The number of survey weeks increased
    • -Spring & Fall markets increase from 16 weeks (2 x 8weeks) of measurement to 24 weeks
    • -Fall only markets increase from 8 to 24 weeks
  • Each release averages all 24 weeks spread over 12 months for the stability of results
  • Full Coverage data in every release
  • Two releases in Fiscal 2020
  • Potential to increase the number of releases to 4 times a year beginning Fall 2020

The Benefits

  • Reduce volatility in survey results
  • Previous fall only markets will now be measured year round
  • Fall only markets now released twice yearly
  • Fall only markets have more current data
  • Removes the need for survey averaging
  • Full coverage results in every release
  • Stable reliable data going forward