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With “Dial Report,” NextRadio Puts Focus on Measurement

New tool aims to spotlight the analytic benefits of the connected radio app

The makers of the NextRadio “hybrid radio” app have been vocal about its analytic benefits for stations and advertisers. This week they will launch a measurement tool to help measure radio campaigns.

TagStation — which makes NextRadio and is part of Emmis Communications — will hold a webinar Thursday describing the new tool, called the Dial Report. It says it will provide analytics and insights about radio return on investment “by measuring campaign results and listener behavior for advertisers that enhance their on-air radio campaign with the NextRadio app.”

This will be a digital measurement report about analog radio usage. “It provides location-based data, demographics and radio listening data within 48 hours of airing spots,” according to an announcement. “Dial Report users can drill down into MSAs and/or device activity to uncover campaign listens, views, interactions, listener proximity and in-store traffic.”

NextRadio is a “hybrid radio” app in that it combines local FM radio listening on a smartphone (via receiver chip in the phone) with data channel connectivity with the internet.

The data benefits of this approach have been a theme for President Paul Brenner, who spoke last spring at the NAB Show in a session titled “Radio Done Differently: Delivering Data Attribution to Advertisers.”

Now, in previewing this Dial Report, Brenner said the tool will provide radio data that agencies and brands can use to “prove the value radio spots bring to their marketing efforts.Being able to see the proximity of a listener is unprecedented in the radio industry.”