Xperi has now officially launched its Broadcaster Portal for DTS AutoStage, which means participating stations can access data about their listener engagement.
The company introduced the concept last fall. Stations now access their data by registering through the portal.
The information available to them includes the geographic definition of their audience; popular locations and roads; program performance, including most popular formats and content; and retailer “heat maps,” showing shopping locations in proximity to the station’s audience.
DTS AutoStage is a hybrid radio platform, meaning it combines linear over-the-air broadcast with IP-delivered content and two-way connectivity.
The basic usage data is available at no cost to broadcasters that integrate with the DTS AutoStage system and deliver live-now playing data to Xperi.
The data is about consumer behavior in car models that support DTS AutoStage. Xperi says there are approximately 52 such models so far worldwide, and that the utility of the data will broaden as the number of vehicles grows.
A broadcaster will only see data for stations it owns; they will not see competitors’ data. Xperi says privacy is a major focus, so it will base its data on large sample sizes of different vehicles using its technology; there will be no personally identifiable information such as age, gender or race. The analytics follow global and local security and privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA).
The analytics aspects of the offering have drawn support from Pierre Bouvard, chief insights officer for Cumulus Media/Westwood One, and Fred Jacobs, president of Jacobs Media. Jacobs told Xperi he thinks “programmers and sales managers will be huddled around their computers, identifying previously untold marketing stories.”
Xperi will be giving demos at the NAB Show; it will be in Booth W3243.
