The Digital Media and Marketing Association of South Africa (DMMA) said that they have been investigating various measurement tools that could possibly be used to standardise metrics around Digital radio.
A recent report by IT specialist Shaun Dewberry has slated the readership figures quoted by online radio stations such as Ballz Visual Radio and 2Oceansvibe Radio.
According to these stations they have between 50,000 and 60,000 listeners per hour, but Dewberry’s report rubbishes these claims, saying that the real peak listener numbers are closer to a few hundred simultaneous listeners at best.
To date NetDynamix, which is behind the disputed online radio listenership statistics, has been mum on how they calculate the listener figures for Ballz Visual Radio and 2Oceansvibe radio.
The DMMA, which is responsible for providing audited statistics for South Africa’s largest websites and online publishers, said in a statement that it believes that all digital media types have value and for this reason it is necessary for all of these to be measured in a consistent way.
“The DMMA currently does not measure digital audio/radio streams and therefore can’t either validate or invalidate the figures but as per our Measurement objectives set out at the beginning of the year, we have been investigating various measurement tools that could possibly be used to standardise metrics around Digital radio,” the DMMA statement said.
The DMMA will be holding a webinar in conjunction with an online radio measurement provider, Triton Digital, on 28 June from 15:00 to 16:00 for people to get a better understanding around digital radio metrics.
“Thereafter the DMMA will be working with the major stakeholders to determine the needs of the industry around digital radio metrics and based on this information, will work with a selected measurement provider to allow digital radio publishers to accurately report DMMA approved metrics.”
The DMMA said that anyone is welcome to attend this webinar, and thereafter send through commentary on their needs around digital radio metrics for consideration.
How online listenership is measured
Triton Digital, which is well renowned for providing accurate online radio listenership statistics, uses two methods to collect user data.
- Through raw log files of streaming activity collected daily from the Content Delivery Network (CDNs) hosting the radio station players (referred to as the“CDN log file method”);
- Through client-side measurement, by collecting the data directly from the web based player or mobile device (referred to as the “listener tracking method”).
These two methods provide the company with the ability to report on a range of metrics, such as the average active sessions and the average time spent listening to a radio station.