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BRC confirms ‘Infinite Dial’ will be released in the coming weeks

Updated: Jan 21, 2022

Edison’s internationally renowned study was first released in SA in 2019. This second release will hopefully give us a clearer picture of how the pandemic and the growth of digital platforms has shaped audio consumption in this country.

The Broadcast Research Council of South Africa (BRC) has announced that Infinite Dial, the leading study on digital audio from Edison Research, will be released in the coming weeks. The South African edition of the study is sponsored by Triton Digital®.

“Although the Infinite Dial dataset was available in December, a number of delays were encountered during the fieldwork,” says BRC’s CEO, Gary Whitaker. “We are therefore releasing the data early this year.”

One of the causes of the delay was the trimming of the questionnaire due to the interview method change to Computer Aided Telephonic Interviews (CATI). Fieldwork supplier, Nielsen, ran several tests over a few weeks with further amendments being made until an adequate timing for the interviews was reached while still maintaining the core measures needed for trending data over time.

The scope, in terms of sample frame, also increased with three more metropolitan areas added, resulting in two sets of data - one for trending/comparative purposes and the other a total Metro sample of seven metros, with no comparison.

The Infinite Dial study, which debuted in 2019, explores the consumption of audio among South Africans living within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters).

“We believe that the broader scope of the study coupled with amended CATI interviews will make for a richer and more comprehensive dataset, and we look forward to releasing the full results next month,” concludes Whitaker.

For more information on the BRC visit

The Broadcast Research Council of South Africa DNA

The Broadcast Research Council of South Africa (BRC), established in 2015, chief role is to commission and oversee the delivery of radio and television audience measurement research for broadcasters and the advertising and marketing industry.

Issued on behalf of: The Broadcast Research Council of South Africa (BRC)

Gary Whitaker, CEO

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