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South Africa Joins the U.S., Canada and Australia TID Study


Edison Research and Triton Digital
Edison Research and Triton Digital

The Infinite Dial, a study on digital audio, mobile, smart speakers, podcast consumption and social media from Edison Research, will be debuting in South Africa later this year. It's commissioned by South Africa's National Association of Broadcasters (NAB) Commercial Radio Committee and sponsored by Triton Digital. The study will be the first comprehensive measurement of the digital audio media behaviors of South Africans. The Infinite Dial was recently expanded into both Australia and Canada as well.

"As the voice of the commercial broadcast industry in South Africa, we are looking forward to gaining valuable insight from this study into the habits of listeners and consumers. We are thrilled to be partnering with Edison on this project, which we feel will benefit the whole media sector" noted NAB Executive Director Nadia Bulbulia.

"It's an exciting endeavor to add South Africa to the roster of The Infinite Dial countries. The impressive broadcast landscape in South Africa, as well as growing online audio engagement, should provide a wealth of new knowledge for the associated industries," added Edison Research President Larry Rosin.

"We take great pride in being a part of the expansion of The Infinite Dial to South Africa," said Triton Digital President of Market Development John Rosso. "The first of its kind in the region, we look forward to providing meaningful insights around digital audio and podcast consumption, device ownership, and more, for the first time."

The first study aims to have results released in late August/early September by way of presentations in South Africa's major urban centers, and will be published simultaneously online on the NAB, Edison Research and Triton Digital's websites.

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