DMMA measurement objectives include Digital Radio

In light of the controversy around the listenership numbers on local internet radio stations, the DMMA would like to make our position clear on the matter:

The DMMA 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. We will be holding a webinar in conjunction with one of these measurement providers, Triton Digital, on 28 June from 15:00 to 16:00 for DMMA members 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 welcomes anyone to attend this webinar and thereafter send through commentary on their needs around digital radio metrics for consideration.