The Broadcast Research Council of South Africa (BRC) has awarded the country’s new Radio Audience Measurement System (RAMS) contract to GfK Media Measurement, marking a major milestone for South Africa’s marketing, media, and advertising industries.

Following a competitive Request for Proposal (RFP) process concluded in June, GfK, an NIQ company was selected to spearhead the next phase of radio audience measurement, with system design beginning in July and data collection scheduled to start in September 2025. The first insights are expected to be released to the market in early 2026.

BRC Chief Executive Officer, Gary Whitaker said the decision to partner with GfK was based on the company’s “commitment to methodological rigour and proven global expertise.” He added, “This solution will provide the industry with data that is both reliable and future-ready, supporting strategic decision-making across the marketing, media, and advertising landscape.”

GfK’s Vice President for Commercial Media Measurement, Lee Risk, expressed excitement about the partnership, saying, “Our approach is grounded in methodological excellence and a deep understanding of the local market, supported by global best practices. We look forward to delivering data that empowers the sector to innovate and grow.”

Under the new contract, GfK will implement a hybrid audience measurement model called Radio360, which combines traditional paper diaries with digital e-diaries. The system will also incorporate streaming data in future phases to reflect the evolving ways South Africans consume radio and audio content.

Other key features include a rolling data collection schedule with quarterly public releases, integration of industry streaming data, and a future-proof design adaptable to changing media habits.

“This partnership is more than a contract win. It’s a testament to innovation, collaboration, and global expertise,” said Esti Prinsloo, SA&I Commercial Director at NIQ South Africa. “We’re proud to collaborate with GfK to bring world-class media measurement solutions to South Africa.”

According to the BRC, the collaboration aims to provide “trusted, independent audience data” essential for the growth and innovation of the country’s radio sector. The BRC and GfK will continue to engage with industry stakeholders as they prepare to launch the new world-class radio audience measurement system in Q1 2026.