Pioneering Audio Audience Insights with Bauer Media Audio Portugal

Bauer Media Audio Portugal, a leader in the national audio market, has announced an enhanced partnership with Mediaprobe. Following our groundbreaking collaboration in measuring the emotional impact generated in live events, we are excited to deepen our relationship with Bauer Media to launch the first continuous emotional impact project for live radio broadcasts. This collaboration positions Bauer Media as the only radio group to use galvanic skin response (GSR) technology to continuously monitor listener engagement and emotional responses for both Rádio Comercial and M80 Rádio content.

Mediaprobe will leverage its proprietary platform to capture and analyze the real-time physiological reactions of listeners and live event attendees, delivering detailed insights into audience engagement. The technology and approach, leveraged by NBC in the USA, Cumulus Media | Westwood One Audio Active Group or Spotify (Sonic Science Vol. 2) in the sonic space, will provide actionable insights that will enhance content quality and listener experience. This continuous measurement approach is a pioneering effort that provides an objective view of engagement, allowing Bauer Media to make optimizations in both content and advertising. Moreover, future Bauer Media Group events, including “Xmas in the Light” on December 14 at MEO Arena and the popular M80 events, will also be included in this initiative.

Salvador Ribeiro, CEO of Bauer Media Audio Portugal, reflected on the partnership, “This partnership with Mediaprobe makes us very excited, as it brings a unique technology to the audio sector in Portugal. In addition to allowing us to understand, in a scientific way, the emotional impact of our content on the audience, it reinforces our commitment to providing our customers with the most innovative and effective approaches, allowing us to measure results more accurately and, thus, continuously optimize our offer.”

Pedro Almeida, CEO of Mediaprobe, added, “Bauer Media Audio Portugal is the only radio group to implement this type of continuous measurement and capture the emotional reaction of listeners in live broadcasts. This agreement represents a significant advance for the sector and for Mediaprobe, reinforcing our commitment to innovation in measuring emotional experiences and impact.”

Through this partnership, Bauer Media reinforces its position as an industry innovator, aligning with industry demands for metrics that measure what matters.

Whether you are curious about our solutions and how we can support your media decisions, feel free to contact us.