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Numeris

Numeris is a Canadian not-for-profit organization that serves as a joint industry committee for audience measurement, providing comprehensive data and insights on media consumption behaviors across radio, television, and digital platforms for the Canadian media industry. Established in 1944 as the Bureau of Broadcast Measurement by the Canadian Association of Broadcasters, the Association of Canadian Advertisers, and the Canadian Association of Advertising Agencies, it has evolved to deliver standardized, privacy-compliant metrics that track who, what, where, when, and how Canadians engage with content on various devices. Originally focused on broadcast measurement, Numeris—formerly known as BBM Canada until its in —expanded its scope to include cross-platform and cross-media analytics, partnering with global firms like Kantar and Nielsen to enhance data accuracy and coverage. It employs advanced technologies such as Portable People Meters (), FocalMeters for , and audio watermarking to collect granular demographic, market, and device-specific insights, enabling media planners, advertisers, and content creators to optimize strategies in a multi-device environment. The organization adheres strictly to Canadian laws, ensuring all prioritizes while aligning with international standards. In recent developments, Numeris has advanced its offerings with the national rollout of its Video Audience Measurement (VAM) tool in October 2025, which integrates linear TV and data into a unified database to provide holistic views of video consumption trends across . Through its subsidiary NLogic and ongoing innovations, Numeris continues to address the complexities of evolving media landscapes, supporting over 80 years of reliable audience intelligence for broadcasters, agencies, and digital platforms.

Overview

Founding and Mission

Numeris was established on May 11, 1944, as the Bureau of Broadcast Measurement by the Canadian Association of Broadcasters, in collaboration with the Association of Canadian Advertisers and the Canadian Association of Advertising Agencies. This founding aimed to deliver standardized audience data for radio broadcasting, addressing the need for consistent metrics in a growing sector. The initial mission centered on providing reliable, unbiased audience measurements to support advertisers, broadcasters, and regulators, enabling informed decision-making in the Canadian landscape. By offering high-quality, impartial data at the lowest possible cost, the sought to create a credible foundation for industry competition, particularly helping radio stations rival print for . Over the decades, Numeris's purpose has evolved to include both traditional broadcast and emerging forms, such as cross-platform video and audio consumption, while maintaining a focus on national coverage and adherence to industry-wide standards. As a not-for-profit joint industry committee owned by its members, it is funded through subscriptions from stakeholders, including broadcasters and advertisers, ensuring independence and broad representation.

Organizational Structure and Governance

Numeris operates as a not-for-profit Joint Industry Committee (JIC) dedicated to providing impartial services for the Canadian broadcast media sector. Its governance structure is designed to ensure balanced representation and independence, with oversight provided by a composed of stakeholders from broadcasters, advertisers, and agencies. This tripartite model helps maintain neutrality in data collection and reporting, preventing any single interest from dominating decision-making. The Board includes committees focused on radio, television, and data standards to address specific operational and methodological needs within the organization. The Board of Directors features representatives such as broadcasters from , , , and ; advertisers including and CIBC; and agencies like WPP Media Canada and Touche! Canada. Chaired by Melissa Williams, Senior Director of Media at CIBC, and with Kevin Johnson, CEO of WPP Media Canada, as Vice Chair, the Board sets strategic direction and ensures compliance with industry best practices. This composition fosters , where decisions on research standards and reflect diverse perspectives. At the executive level, Numeris is led by and Alicia Olson-Keating, who assumed the role in April 2025 and oversees daily operations, , and in . Supporting her are key executives including Chief Research & Operations Officer Dr. Derrick Gray, responsible for research methodologies and operational efficiency, and Chief Growth Officer Sue Haas, who drives partnerships and business development. The executive team reports to the Board and focuses on implementing governance policies to support reliable data delivery across radio and television sectors. Funding for Numeris is derived from annual subscriptions paid by its members, including broadcasters, advertisers, and agencies, which sustains its non-profit status and enables unbiased operations. This subscription-based model, involving access to proprietary data and tools, incorporates safeguards against conflicts of interest through the Board structure and transparent decision-making processes. Numeris adheres to standards established by the Media Rating Council (MRC) for transparency, data quality, and audit compliance, including regular internal audits aligned with MRC minimum standards for media rating research. It has undergone external MRC audits, with the most recent external MRC audit, as of 2021, having occurred approximately 15 years earlier following the integration of BBM and Nielsen operations, reinforcing its commitment to verifiable and impartial measurement practices.

History

Establishment and Early Development (1944–2000)

The Bureau of Broadcast Measurement (BBM) was established on , 1944, as a non-profit, tri-partite involving broadcasters, , and advertising agencies, aimed at providing impartial radio amid the post-World War II expansion of Canadian . This initiative addressed the need for standardized, fragmented audience data in a rapidly growing radio sector, with the first listener survey conducted later that year using mailed ballots to report household listening habits by county. Initially focused on diary-based surveys for radio listenership, BBM's operations covered both English- and French-language markets, reflecting Canada's bilingual landscape. In the 1950s, as television adoption surged across , BBM expanded its services to include TV metrics, launching measurement in 1952 alongside the debut of the Canadian Broadcasting Corporation's () first two television stations. This growth necessitated the establishment of regional panels by the 1970s to better capture local viewing and listening patterns, enhancing the granularity of data for provincial broadcasters. A pivotal technological milestone occurred in , when BBM introduced computerized sample selection—the first such application in global —allowing for more efficient and representative survey methodologies. Operational challenges during this period included reliance on manual data collection methods, such as paper diaries and mailed returns, which were labor-intensive and prone to inconsistencies across provinces. Efforts to standardize reporting involved increasing radio surveys to twice annually by 1956 and formalizing governance through a new constitution in 1966, renaming the organization the BBM Bureau of Measurement to reflect its broadened scope. These developments laid the foundation for BBM's evolution toward electronic metering systems in later decades.

Rebranding and Modernization (2001–Present)

In 2001, the organization, previously known as the BBM Bureau of Broadcast Measurement, officially adopted the name BBM Canada along with a new logo, aiming to enhance public visibility and reflect its national role in audience measurement. To advance its metering capabilities, BBM Canada entered into a strategic partnership with Nielsen Media Research in July 2004, merging their television measurement operations to create a unified database for more accurate and efficient data collection. This collaboration laid the groundwork for integrating advanced technologies, such as the Portable People Meter (PPM), into Canadian broadcast measurement. A trademark dispute arose in December 2011 when BBM Canada filed a lawsuit against Research in Motion (RIM), alleging infringement on its "BBM" mark used for BlackBerry Messenger; the case was dismissed in May 2012, prompting BBM Canada to pursue a full rebranding. On June 19, 2014, the organization rebranded as Numeris, introducing a modern logo designed by Cundari and the slogan "Audiences Count" to underscore its focus on comprehensive, data-driven audience insights across evolving media landscapes. As part of ongoing modernization, Numeris announced on August 26, 2022, that it would cease publication of its TV Topline Reports effective August 29, 2022—the final report covering up to August 28—to shift toward streamlined platforms offering deeper, customized analytics for clients. This change aligned with broader efforts to adapt to consumption trends and enhance accessibility.

Audience Measurement Operations

Radio Measurement Techniques

Numeris employs two primary methods for radio audience measurement in Canada: the diary system and the (PPM). The diary system serves as the foundational approach, originating from early post-war efforts to track listenership through self-reported logs. Participants in randomly selected households across the country maintain weekly records of their radio consumption, logging details such as station, time, and location in quarter-hour increments. This method captures listenership data through recall-based entries submitted online or via traditional paper formats. In contrast, PPM technology provides passive, electronic measurement in select major markets, deployed since 2009 in , , , , and . These wearable devices, carried by panelists, automatically detect inaudible audio codes embedded in radio broadcasts, recording exposure at a sub-minute without requiring active input from users. The PPM panel consists of a representative panel comprising thousands of households and individuals who wear 24/7 to capture all tuning occasions, including out-of-home listening that diaries often miss due to reliance on memory. The PPM captures radio tuning including over-the-air broadcasts and online streams. Both methods ensure balanced demographic representation, with samples stratified by , , , and to reflect Canada's diverse . Data from diaries and PPM are weighted using variables to project results to the national audience, enhancing accuracy and generalizability across urban and rural areas. This weighting process adjusts for non-response and over- or under-representation in the panels, providing reliable insights for broadcasters and advertisers. Numeris releases data quarterly for the metered markets, offering timely metrics on tuning shares and reach, while results are reported twice annually (Fall and Spring) for the remaining areas, combining data from multiple survey waves into comprehensive seasonal overviews. These cycles allow for continuous monitoring in high-priority urban centers via PPM's real-time capabilities, while diaries provide broader geographic coverage despite their periodic nature.

Television Measurement Techniques

Numeris employs a combination of passive metering technologies and integration to measure viewership across . In partnership with Nielsen, the company utilizes the (PPM) system, which was introduced through a established in 2004 to adopt electronic for TV audiences. This system tracks individual viewing habits by encoding inaudible signals into TV audio broadcasts, allowing PPM devices worn by panelists to detect exposure passively without requiring manual logging. The methodology focuses on major markets and national coverage, where panelists from thousands of representative households across —are recruited to reflect Canada's demographic diversity. Codes are embedded in broadcasts by stations, and panel members carry lightweight PPM devices that capture data on viewing occurrences, including out-of-home . To supplement the and address fragmentation in and households, Numeris integrates Return Path Data (RPD) from set-top boxes, creating a hybrid approach known as Enhanced Television (TAM). This fusion of panel-based PPM data with millions of anonymized STB records enhances scale and granularity for broader household-level insights. Measurement covers both English- and French-language networks, encompassing conventional broadcasters, specialty channels, and pay services across regions such as , , and . Key metrics derived include ratings (percentage of the universe tuned in), audience share (percentage of total viewing time), and time-shifted viewing (e.g., DVR playback within defined windows). These indicators provide broadcasters and advertisers with estimates of reach, frequency, and , scaled to the aged 2 and older. The national PPM service launched in September 2009, enabling consistent electronic tracking across PPM markets like , , , , and . This rollout delivers sub-minute granularity—effectively second-by-second detection—for both live broadcasts and DVR playback, allowing for precise analysis of viewing patterns down to individual programs or commercials. To maintain reliability, Numeris conducts regular audits of panel recruitment and processes, alongside cross-verification with broadcaster server logs and third-party compliance checks under CRTC oversight. These steps ensure accuracy levels exceeding 95% for code detection and audience estimation, minimizing errors from non-response or technical issues.

Technological Innovations and Partnerships

Adoption of Portable People Meter (PPM)

The Portable People Meter (PPM) was developed by Arbitron, a subsidiary later acquired by Nielsen, beginning in 1992 as an innovative passive audience measurement tool designed to capture media exposure more accurately than traditional diary methods. This wristwatch-like device detects inaudible ultrasonic audio watermarks embedded in radio and television broadcasts, automatically logging exposure data without requiring active user input, thereby reducing respondent burden and improving compliance. The technology's core functionality relies on these imperceptible codes, which are encoded into content at the source and decoded by the PPM to record timestamps of listening or viewing instances, enabling detailed tracking of both in-home and out-of-home consumption. In , BBM Canada (now Numeris) acquired rights to the PPM technology as early as 1992 and conducted initial tests in the early 2000s, with the first significant deployment occurring in the francophone market in 2003 for television measurement. A formal was established in 2004 through a between BBM Canada and , aimed at integrating PPM for nationwide electronic . This collaboration facilitated the rollout starting with radio in select markets like in late 2004, followed by broader radio adoption in 2005, and extending to television with national implementation commitments announced in 2008. By 2009, the PPM service had launched nationally and regionally, marking Canada's transition to a unified electronic system for both media types. The adoption of PPM represented a pivotal advancement for Numeris, achieving significant coverage by the early ; for instance, measurement encompassed major markets representing a substantial portion of the , enhancing in . Compared to diary-based systems, PPM improved accuracy for out-of-home viewing and listening by capturing incidental exposure that self-reported methods often missed, with early tests indicating up to 60% higher estimates due to better detection of mobile consumption. However, initial resistance from broadcasters and advertisers centered on the high implementation costs and the need for industry-wide funding commitments, leading to a phased rollout that began in key urban areas to demonstrate reliability and build panelist compliance. This strategic approach helped overcome early hurdles, solidifying PPM as the standard for radio in today.

Collaborations with External Entities

Numeris has maintained a long-term with since 2004, focusing on television audience metrics through merged Canadian operations that incorporate shared technology and data processing capabilities. This collaboration, initially announced as a merger of Nielsen's Canadian unit with BBM Canada (Numeris's predecessor), enabled the adoption of electronic measurement systems, including people meters for major markets like and , while facilitating nationwide rollout of portable meters for both in-home and out-of-home viewing. The partnership has allowed Numeris to leverage Nielsen's expertise in passive audience tracking, enhancing the accuracy and scope of TV data collection across linear broadcasts. In addition to its Nielsen alliance, Numeris holds affiliations with key industry bodies that support standard-setting and incorporate stakeholder input for measurement practices. As an accredited agency member of the Canadian Research Insights Council (CRIC), Numeris contributes to and adheres to national standards for research, insights, and analytics, ensuring methodological rigor in audience data. Similarly, the Canadian Association of Broadcasters (CAB) plays a foundational role, having co-established Numeris's predecessor in through agreements with advertisers and agencies, and continues to provide ongoing industry guidance on broadcast measurement needs. These affiliations foster collaborative governance, aligning Numeris's operations with broader media sector priorities. Recent collaborations have expanded Numeris's capabilities into digital and streaming environments, particularly through 2023-2024 integrations with streaming platforms and technology partners for measurement initiatives. In partnership with Kantar Media, Numeris launched its Linear TV measurement service in 2024, combining panel-based data with return path data from broadcasters to deliver more stable and granular audience insights for linear content. Complementing this, Numeris's Video Audience (VAM) tool, rolled out nationally in October 2025 following earlier pilots, integrates viewing data from over 95% of Canadian video platforms, including streaming services like , , and Gem, enabling cross-platform comparisons of linear and on-demand audiences. Through its subsidiary NLogic, Numeris has further advanced digital with partnerships such as one with AudienceProject in July 2025 for independent cross-platform campaign and with Magnite in September 2025 to integrate programmatic capabilities into the Video Planner . These efforts represent evolutions in systems that blend traditional panels with for comprehensive video tracking. These partnerships, particularly with Nielsen, ensure cross-border compatibility in measurement standards for border markets, such as aligning methodologies for U.S.-influenced regions like Windsor-Detroit to account for shared viewing patterns. Overall, such collaborations grant Numeris access to global technological expertise and shared infrastructure, thereby reducing operational costs while improving and innovation in .

Controversies and Challenges

Trademark Disputes

In December 2011, BBM Canada initiated a lawsuit against , the developer of devices, claiming that RIM's use of "BBM" for its BlackBerry Messenger service violated BBM Canada's longstanding rights. BBM Canada, established in 1944 as the Bureau of Broadcast Measurement, asserted over 60 years of exclusive use of the "BBM" in the and sector, arguing that RIM's adoption since 2005 in the field created a likelihood of confusion among consumers, amounted to , and depreciated the associated with its mark; the company sought an to halt RIM's use, along with . RIM defended by emphasizing the distinct nature of the industries—media analytics versus —and contended that no reasonable consumer would confuse audience ratings services with a , noting that its "BBM" application was pending with the Canadian Office. On May 30, 2012, the Federal Court of dismissed BBM Canada's application in its entirety, ruling that there was no reasonable likelihood of confusion between the marks due to the specialized, non-overlapping consumer bases and trade channels involved. Justice Russell Near highlighted that BBM Canada's mark was narrowly associated with professional broadcasting services targeted at advertisers and media executives, while RIM's "BBM" appealed to general smartphone users for personal communication, allowing the marks to coexist without infringement, , or goodwill depreciation under the Trade-marks Act. The court awarded costs to , marking the first Federal Court decision on a claim brought via summary application rather than full action. The unsuccessful litigation influenced BBM Canada's strategic decisions, contributing to its 2014 to Numeris as a means to mitigate ongoing vulnerabilities in an evolving digital landscape. In the aftermath, the organization bolstered its protections by securing new registrations for "Numeris" with the Canadian Intellectual Property Office, ensuring clearer branding for its services.

Methodological Criticisms and Adaptations

Criticisms of Numeris's methodologies have centered on the limitations of its (PPM) system, which has been criticized for over-reliance on urban-centric panels, thereby underrepresenting rural listening habits. This urban bias stems from the PPM's deployment primarily in larger metropolitan areas, where device distribution and signal detection are more feasible, leading to gaps in coverage for remote or rural populations where traditional remains prevalent but is harder to track electronically. Additionally, the legacy diary-based method for and radio measurement has faced scrutiny for inherent recall biases, resulting in inaccuracies due to respondents' forgetfulness, subjectivity, and errors in viewing or listening habits days after the event. These issues were particularly pronounced in smaller markets and for niche audiences, where self-reported data often failed to capture spontaneous or background consumption accurately. In response to these critiques, Numeris has pursued broader coverage, such as year-round measurement in smaller radio markets starting in 2019 to address gaps in non-urban areas. To address the rise of streaming, Numeris has developed hybrid measurement approaches, including the Enhanced Total (ETAM) pilot launched in September 2021, which integrates with return path from cable providers for cross-platform metrics. These efforts fuse with set-top box metrics to account for time-shifted viewing within seven days, though challenges in and persist. A further advancement is the national rollout of the Video (VAM) tool in October 2025, which combines linear TV and to provide more comprehensive insights into video consumption trends. Ongoing challenges for Numeris include balancing costs with expanded coverage amid growing fragmentation, where diverse streaming platforms and devices complicate unified tracking without inflating expenses for maintenance and technology upgrades. As consumption shifts further toward on-demand and mobile formats, these adaptations continue to evolve to ensure equitable representation across all demographics and geographies.

Current Status and Future Directions

Recent Data Releases and Reports (2023–2025)

In the 2023–2024 radio reports, Numeris documented a stable weekly reach for AM/ radio at an average of 84% among Canadians aged 18 and older, underscoring the medium's enduring appeal despite competitive audio options. These reports also provided detailed market breakdowns, identifying top-performing stations in key regions such as and , where and news/talk formats dominated audience shares. The Winter 2025 Audio Insights report highlighted continued resilience in traditional radio amid evolving habits, with reaching 80% of weekly and average listening time holding steady at 7 hours per person. Live radio streaming maintained a 13% share of total radio listening, up from the previous winter, indicating modest in delivery of traditional , particularly among younger demographics. This , drawn from surveys, emphasized in-home tuning at 53% of total listening, revealing behavioral trends like increased radio use during winter months for companionship and information. Numeris's 2024–25 TV meter releases captured a marked shift in viewing behaviors, with audiences increasingly turning to alternatives and traditional retaining strengths in live events but losing ground in everyday entertainment. Quarterly TV meter schedules were extended through the 2025–26 broadcast year, enabling ongoing tracking of audience metrics with enhanced focus on bilingual markets like and , where French-English content consumption patterns provide critical insights for diverse demographics. These recent Numeris outputs have informed regulatory frameworks, with the Canadian Radio-television and Telecommunications Commission (CRTC) leveraging the data for decisions on quotas and policies to support local programming amid declining linear viewership.

Expansion into Digital and Streaming Media

In response to the shifting media landscape, Numeris launched its Video Audience Measurement (VAM) system in fall 2021 to integrate linear television with digital and over-the-top (OTT) streaming platforms, enabling cross-device tracking of viewing habits. This initiative addressed limitations in traditional broadcast measurement by incorporating data from major streaming services such as , , , Disney+, and , among others, through a combination of people-meter panels for linear TV and the FocalMeter software application for self-reported digital consumption on TVs, mobiles, computers, and tablets. By aggregating these sources into a single database, VAM provides unduplicated audience metrics, allowing advertisers and broadcasters to evaluate campaign reach across platforms without overcounting viewers. Building on this foundation, Numeris expanded VAM to a national scale in October 2025, covering over 95% of available video platforms in and extending beyond initial markets in and to include all provinces. Partnerships with data analytics firms like NLogic facilitated the development of tools such as Video Planner, which supports holistic campaign planning and performance evaluation for streaming content from services including and , starting with aggregated viewing data integrations in 2024. This expansion enables tracking of cross-device behaviors, such as viewers switching between linear TV and mobile streaming, to capture a more complete picture of engagement in an era where fragmented consumption is the norm. For digital audio, Numeris has been developing solutions to measure non-broadcast platforms like and , though as of mid-2025, these remain in pilot and testing phases without full commercial rollout, focusing on app-based integrations to complement the (PPM) technology used for traditional radio. Challenges in this expansion include ensuring compliance with Canada's Personal Information Protection and Electronic Documents Act (PIPEDA), which mandates strict handling of personal data in panel recruitment and tracking; Numeris addresses this through privacy-by-design principles and transparent consent processes for participants. Additionally, creating hybrid metrics—merging PPM's passive audio encoding with IP-based digital tracking—poses technical hurdles to accurately attribute listening across devices while maintaining methodological rigor and avoiding privacy breaches. Looking ahead, Numeris aims to incorporate digital metrics into a growing share of its reporting, with VAM data already demonstrating streaming's rising dominance; for instance, September 2025 figures show streaming accounting for 38% of total video time spent nationally. This evolution supports Numeris's strategic objective to sustain its role as the primary provider by adapting to hybrid media environments, ensuring Canadian broadcasters and advertisers remain competitive in a digital-first . Recent leadership changes, including the appointment of a new & CEO in April 2025 and Chief Growth Officer in October 2025, underscore the organization's commitment to .

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