The most complete view of how Canadians consume video content.
National VAM delivers an in-depth, data-powered, holistic look at how Canadians watch video. One database to help you uncover how audiences consume linear TV, streaming services, and digital content across all devices.
Our Audio Strategy
Numeris has developed a multi-phase Audio Strategy focused on modernizing measurement, increasing stability, improving comparability across markets and creating a more unified view of audio audiences.
Phase 1: Improve Stability
The first phase of our Audio Strategy focuses on delivering more stable audience measurement. By combining people-based listening behaviour with census-like streaming data, Numeris is reducing volatility and creating audience estimates that better reflect how Canadians listen today. This phase also includes the transition away from the Online Radio Diary (ORD) methodology to Radio Local+, our hybrid radio solution for local markets.
Phase 2: Unify Measurement
The second phase focuses on reducing the number of disparate sources of radio audience estimates. By bringing Numeris' local and metro measurement approaches closer together and aligning methodologies across markets, this phase will reduce fragmentation and make radio audiences easier to compare. The result is a more consistent view of listening and a stronger foundation for a unified radio measurement system.
Phase 3: National & Provincial Audio Reach
The final phase will build on this foundation to develop national and provincial radio reach estimates, creating a more comprehensive view of audio audiences and supporting broader planning and evaluation needs across the industry.
National VAM (Video Audience Measurement) is a revolutionary cross-platform database that captures both linear TV and digital video consumption across Canada.
National VAM provides:
Cross-platform measurement from a single-source panel
Device-level granularity across TV, mobile, tablet, and desktop
Demographic and qualitative segmentation
Reach and frequency analysis across platforms
Standardized metrics for comparing linear and digital video
It’s designed to reflect the full Canadian video landscape, offering insights into how audiences consume content across formats and devices.
National VAM holistically captures viewing to over 95% of video platforms available in Canada, reporting viewing across devices such as TVs, smart TVs, mobile phones, tablets, and computers. The methodology ensures standardized metrics across platforms, enabling direct comparison between linear and streaming audiences.
The data allows for duplicated and unduplicated reach analysis to understand audience overlap and exclusivity. It includes live viewing and time-shifted consumption, aligning with the broadcast year, and is updated monthly.
The video landscape in Canada is ever-evolving, and so is National VAM. We’re continually evaluating and adding new platforms to ensure you’re seeing the entire picture. Our National VAM Resource Guide is updated with every monthly release. Download now for the most up-to-date platform list.
Viewing to linear streaming apps (e.g. Rogers Xfinity, Corus StackTV, CBC Gem, Radio-Canada Ici.Tou.TV) is credited to the original broadcaster (specialty or conventional), not to streaming. This ensures that content viewed through these apps is properly attributed to its original linear source, maintaining consistency in categorization.
