The Infinite Dial South Africa study-launch was formally announced on Wednesday afternoon and work on the questionnaire for industry role players can now begin.
The Infinite Dial is the leading study on digital audio, mobile, smart speakers, podcast consumption, and social media from Edison Research in the US and was commissioned by South Africa's National Association of Broadcasters (NAB) Commercial Radio Committee.
This study will be the first comprehensive measurement of the digital audio media behaviours of South Africans.
The study has become the report card on digital audio and other digital media and is widely used and quoted by broadcasters, internet radio publishers, ad agencies, and the financial community.
"It's an exciting endeavour to add South Africa to the roster of The Infinite Dial countries. The impressive broadcast landscape in South Africa, as well as growing online audio engagement, should provide a wealth of new knowledge for the associated industries," said Larry Rosin, President of Edison Research.
Algoa FM managing director Alfie Jay said that as proud members of the NAB, the station would like to congratulate the Association on the implementation of the Infinite Dial across South Africa - and looked forward to the insights it will provide.
The first study aims to have results released in late August/early September by way of presentations in SA's major urban centres, and will be published simultaneously online on the NAB, Edison Research, and Triton Digital's websites.
