Abstract
Purpose. This study aims to assess the structural impact that recent changes in audience measurement may have on the Spanish radio market. These changes include the hybridization of census-based methodologies with the use of logs in streaming and, soon, in podcasts derived from programming. Methodology. The research design is based on a hybrid strategy that combines quantitative and qualitative techniques, allowing the capture and exploitation of both statistically representative data and in-depth information. Results and conclusions.The analysis suggests that consensus among operators (within the AIMC framework) will preserve the current status quo, broadly speaking. At most, slight improvements are beginning to emerge thanks to the detection of audiences previously invisible under survey based methods. The greatest future challenges will stem from the growing consumption of radio products on digital platforms and the question of their monetization. And perhaps, ultimately, from demonstrating that digital transformation is not doing so badly for radio. Original contribution. In this dual market, audience data is a key driver of its evolution, hence the importance of anticipating potential significant disruptions caused by methodological changes. Access to AIMC's comprehensive audience data—not included in previous research—and to the professional profiles of those leading the radio are both relevant, providing relevance to the findings of this study.