Infinite Dial South African study to be released in February

South Africa’s Broadcast Research Council (BRC) has announced that the Infinite Dial® South Africa, the leading study on digital audio from Edison Research, will be released in February.

This second iteration of the global benchmark is sponsored by Triton Digital®. It has been produced in association with the National Association of Broadcasters South Africa (NAB).

BRC’s CEO, Gary Whitaker said the council is excited to release the results of the second Infinite Dial study in South Africa, particularly given how changing media consumption habits during the pandemic have needed to be measured.

To be able to see trended and comparative data since the 2019 study will be of great benefit,” Whitaker said.

The Infinite Dial has been published in six countries around the world. It provides broadcasters, online audio publishers, podcasters, advertisers, and the financial community with data around the consumption of streaming radio, online music, podcasts and the usage of smart speakers.

The Infinite Dial South Africa explores the consumption of audio among South Africans living within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters).

We believe that the broader scope of the study will make for a richer and more comprehensive dataset, and we look forward to releasing the full results,” Whitaker concluded.

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