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Radio ratings’ accuracy questioned

Media | 07/08/2015 6:58 pm EDT

A new piece of technology is causing controversy within Canada’s oldest broadcast medium. Over the past months, some radio stations in Canada have quietly begun using a device called Voltair in an attempt to improve their ratings — at least until ratings service Numeris stepped in and told them to stop a few weeks ago. Now Numeris says it’ll study the device to determine whether it really offers an improvement in ratings and whether the device, or the technology it’s based on, should be incorporated into Canada’s audience measurement system. “We asked them to remove it from service,” said Numeris president and CEO Jim MacLeod in a phone interview. “It appears in some way to affect the ratings. If some stations have it, and some stations...