Canada’s local radio buyers are approaching a change in how audiences are estimated: Numeris plans to release the first Radio Local+ results in December 2026, replacing its Online Radio Diary methodology.
The system was announced August 4, rather than launched this week. Its mechanics received renewed attention in an October 26 explanation by researcher Ed Cohen, drawing on information from Numeris research chief Dr. Derrick Gray.
Numeris says its partnership with StatsRadio combines people-based listening research, streaming data and statistical modeling. Reporting will increase to four releases a year. The organization presents greater stability as an intended benefit; that should not be confused with an independently demonstrated result from the first release.
What buyers need to distinguish
Cohen describes survey information being used alongside streaming logs to estimate broader listening. Modeled “virtual respondents” support reach-and-frequency calculations. Those statistical records are not additional people who completed a diary or wore a meter.
For advertisers, the useful question is how directly observed behavior and modeled estimates contribute to the final audience number. Stations should be prepared to explain that distinction when presenting schedules.
The issue also runs through RNN’s coverage of radio advertising attribution: a useful estimate still needs a clear account of its assumptions.
The RNN question: What validation and uncertainty information will buyers receive alongside the first results?