Radio stations who aren’t part of RAJAR but need audience reach data using recognised metrics are being encouraged to sign up for a new, free service from Local Radio Support.
Local Radio Support (LRS) has rolled out its new Real Audience Measurement System, known as RAMS, giving community and independent radio stations a way to access credible listening data for the first time.
The system, unveiled at the Community Media Festival in MediaCityUK, allows smaller broadcasters to demonstrate audience reach and campaign performance.
Developed by Local Radio Support — the organisation founded by John Dash, Phil England and Dominic Barker — RAMS collects real-time online listening data and applies accepted formulas to estimate total listening across AM, FM and DAB platforms.
Radio stations will need to switch their streaming URL to a new one, supplied free of charge via LRS, using RCS REVMA technology.
Director of LRS, Phil England, said the system finally gives smaller stations a fair and reliable way to measure their audiences. “Figures are based on real data, not surveys. Sample sizes are effectively 100% of online listening—not a dipstick of a few dozen individuals,” he explained.
Each month, stations receive reports showing total listening hours, trends over time and other key insights.
LRS says the system can also measure the impact of advertising campaigns through its optional Audience Impact Measurement System, or AIMS, providing transparency for clients and agencies.
Community radio advocate Dom Chambers, who hosted the launch event, called it “a milestone moment for local radio,” adding that RAMS “will help sustain and grow this burgeoning sector of the broadcast industry and the social value it brings.”
LRS reports that early reactions from national advertisers have been encouraging, with several campaigns already running using RAMS data. The organisation says its network of participating stations is expanding rapidly, with initial results showing more than ten million listening hours recorded in a single month.
More information about Local Radio Support and RAMS is available at localradiosupport.com/rams.