According to the Broadcast Research Council of South Africa (BRC), Edison Research’s Infinite Dial South Africa, the leading study on digital audio, will be released in the coming weeks.
“We are excited to release the findings of the second iteration of the Infinite Dial study in South Africa, especially given how important it was to measure changing media consumption habits throughout the pandemic. In addition, the ability to analyse trended and compared data since the 2019 survey will be quite useful,” said Gary Whitaker, CEO of the BRC.
The Infinite Dial has been published in six countries worldwide and provides broadcasters, podcasters, online audio publishers, advertisers, and the financial community with data on the consumption of streaming radio, online music, and podcasts as the use of smart speakers and other technologies.
The Infinite Dial South Africa examines South Africans’ audio consumption within major metropolitan commercial areas, focusing on the top two of the three SEM Supergroups (or upper three of the five SEM clusters).
“We anticipate that the study’s broader scope will result in a richer and more thorough dataset,” Whitaker said, “and we look forward to releasing the full results.”
Triton Digital is sponsoring this second edition of what has become a global benchmark for comparing digital media consumption trends, which is developed in collaboration with the National Association of Broadcasters South Africa (NAB).