A new revitalised audience measurement platform for the local news media sector called Regional Audience Intelligence Data (Raid) is due to launch in the coming weeks, enabling media planners to see local more clearly.
Developed by the international research agency RAM Penetrace on behalf of local publishers, the new platform will offer a host of new benefits including more immediate and accurate total brand audience data, underpinned by a new digital-first methodology.
Other benefits will include a new bespoke user interface and a reduction in modelled readership data. Like JICREG – which will continue to be available as a legacy system for the time being – Raid will offer users readership insights right down to the postcode level.
Tags deployed by the RAM Platform across local news websites capture the reach, frequency and demographics of the sector’s digital audiences, with additional readership surveys used to capture print readership data, powering Raid’s total brand audience data.
News Media Association chief executive Theo Bamber said: “Local journalism is a trusted source of information for millions of people across the country every day. This reach is a unique opportunity for planners to connect with local communities at scale, through highly trusted environments with loyal followings.
“Raid has been designed for the modern media landscape, bringing users the clarity and flexibility they need to work at pace and make the most of the access to the market that local news publishers provide.”
Further details of the new system – which is being shown to media agencies ahead of a full launch – will be announced shortly.
CEO RAM Penetrace UK Ltd Dianne Newman said: “We are delighted to have been able to work on this exciting new project. We are confident that Raid will offer agencies the required rigour to plan with confidence, as well as the flexibility to grow and adapt as the local news sector evolves.”