According to the Radio Marketing Bureau, 33% of adult Canadians’ daily media time is spent engaged in radio, second only to TV. Radio offers a great way to reach all demographics.
In the past radio was measured using the diary method, but is now measured in Montreal, Vancouver, Toronto, Calgary and Edmonton using PPM (Portable People Meter) technology. PPM is worn much like a pager and picks up hidden tones within a station’s audio stream and logs each time it discovers a signal. Other markets continue to rely on the diary method to measure station reach.