Xperi’s New Era in Radio Measurement
Xperi isn’t holding back. They’re declaring a “game-changing measurement moment” for radio with their latest offering, a daily in-car audience reporting system that taps into data from 6 million vehicles across 250 markets. Launched on November 1, the revamped DTS AutoStage Broadcaster Portal isn’t just an upgrade; it’s being hailed as the world’s first comprehensive in-car radio audience insights platform.
Originally introduced earlier this year, the portal leverages the DTS AutoStage platform, which already powers over 12 million vehicles worldwide, nearly 9 million of them cruising around the U.S. This means broadcasters can now track audience shifts the very next day. They’ll get trend reports by day, week, month, and even hour-by-hour for selected days. Listening metrics? They include time spent, share, tuning occasions, and cumulative audience numbers.
Advertisement
Real-Time Data for Broadcasters
During a presentation by the Radio Advertising Bureau (RAB), Juan Galdamez, Senior Director of Broadcast Strategy & Business Development at Xperi, laid out the capabilities of this updated portal. His message was clear: it’s a critical tool that allows broadcasters to visualize their audience in real-time, moving past the outdated methods of monthly or quarterly ratings. “This is a big deal. Our big data story continues to evolve and it keeps giving advertisers more reasons to invest in radio,” he said. With over 6 million vehicles relaying data, it’s a treasure trove for understanding how radio is consumed.
The data comes from connected vehicles running on the DTS AutoStage, a hybrid platform that merges traditional radio with internet connectivity. Participating automakers include big names like Ford, Lincoln, Hyundai, and Tesla, with more set to join the fold by 2026. This is the kind of tech that can change everything.
Granular Data for Targeted Advertising
Galdamez pointed out the sheer volume of data offers radio programmers a level of detail they’ve never had before. “We’ve got a sample size 16 times larger than what legacy measurement panels could provide,” he emphasized, citing examples in major cities. New York has 242,000 vehicles, Chicago has 122,000, and Philadelphia isn’t far behind with 107,000.
This isn’t just about numbers; it’s about survival. Galdamez noted that radio’s visual presentation is critical in today’s dashboards. DTS AutoStage ensures that vehicles display album art, station logos, and artist info, meaning radio is competing visually with streaming services. “I’d argue this is probably the best-looking AM radio I’ve ever seen inside of a vehicle,” he quipped.
The Car Remains Radio’s Stronghold
Despite the constant chatter about streaming taking over, the car is still radio’s fortress. Xperi data reveals that a whopping 85% of ad-supported audio consumed in vehicles is AM/FM radio, with 84% of that being traditional over-the-air broadcasts. The speed at which data is processed is groundbreaking, allowing broadcasters to see the impact of their programming decisions within 24 hours.
Galdamez pointed out specific trends already emerging, like spikes in listening during back-to-school season or the shift to holiday music right after Thanksgiving. One standout feature is the introduction of “Heat Maps,” which visualize where listeners are when consuming content, not just their home zip codes. This location data is radio’s new GOLDEN currency for local advertisers.
The Future of Radio Advertising
“We can show advertisers exactly where their potential customers are when they’re listening,” Galdamez noted, referencing data from congested downtown areas and busy airports. However, this is only the beginning. He described the current version of the portal as a “beta,” warning that what we see now is just the tip of the spear. Future updates are expected to include advertising attribution metrics, allowing stations to track how specific campaigns perform.
With over 300,000 vehicles in Canada equipped with DTS AutoStage, this updated version of the Broadcaster Portal is still on the way north but the original portal is in use. “Several groups across Canada are actively utilizing this data today,” Galdamez told industry insiders.
This isn’t just a step forward; it’s a leap into a new era for radio. Broadcasters, get ready to embrace the change.
For more on Xperi’s innovations, check their official site: Xperi.
