New radio ratings tool promises to change the game.

NextRadio parent company TagStation says it has “the most advanced radio campaign measurement tool to date” in the Dial Report, which provides in-depth analytics and insights about radio return on investment by measuring results and listener behavior for advertisers who enhance their on-air radio campaign with the NextRadio app. According to a company release, “The new Dial Report is a digital measurement report of analog radio usage. It provides location-based data, demographics and radio listening data within 48 hours of airing spots. Dial Report users can drill down into MSAs and/or device activity to uncover campaign lessons, views, interaction, listener proximity, and in-store traffic.”