In early 2015, the Telos Alliance® and 25-Seven® introduced the Voltair® Monitor and Processor. According to industry experts, the use of Voltair resulted in more accurate measurement of radio listenership. This disruptive technology enabled Radio to finally get credit for more of the listening it deserves.
Months later, after denying that it had any effect, Nielsen® responded to Voltair by changing its encoders to include some of Voltair’s features. The company claimed that its so-called enhanced CBET (eCBET) could replace the need for Voltair.
We weren’t so sure.
We’ve been quiet for a few months, working in our labs and at your stations to evaluate eCBET. With your help, we arrived at some interesting and exciting conclusions. As the philosopher Voltaire himself once said, the secret of being a bore is to tell everything, so here we go…
Our clients find that Voltair still provides a significant PPM® ratings advantage, even with eCBET. The proof is in toggle-testing, where a station can easily vary Voltair’s enhancement level for each quarter-hour, then track the ratings results for the quarter-hours with and without Voltair enhancement. This capability is built into every Voltair.
"Our clients find that Voltair still provides a significant PPM ratings advantage, even with eCBET."
Here are two examples of the many toggle tests underway in 2016:
An FM talk/music station in a top-10 market found that its quarter-hours with Voltair set to 12 were 7.8% higher than the quarter-hours without Voltair.
An AM news/talk station in a top-25 market enjoyed a 10.3% increase in quarter-hours with Voltair set to 12 than without Voltair.
These numbers certainly indicate a significant difference. To those of you who already have a Voltair unit, we suggest you continue to use it. For those of you who want to start getting credit for every listener, visit the Voltair product page or contact us.
But we’re not stopping there:
1) We intend to continue to test for the best enhancement of watermarking tones.
2) 25-Seven will continue to innovatewith the goal of giving broadcasters the best result for their watermarking tones, while reducing the nasty audio artifacts generated by eCBET. To this end, Telos Alliance is working closely with key broadcasters—both Voltair users and non-users—who are unhappy with how eCBET sounds.
More exciting things are coming for Voltair that you won’t want to miss, so please stay tuned!
Voltair and 25-Seven are trademarks of TLS Corp. All other trademarks are the property of their respective holders.