Gold Standard for Regional Surveys – One Provider

CRA is moving down a path of having one survey provider for Metro markets being GfK and from 2016, a single provider for all regional markets.

CRA have called for tenders for a single radio survey provider from 2016 and they are also seeking interest from software providers to create a Gold Standard, to take regional radio surveys into the next phase of development.

The regional research tender will cover all markets outside the GfK contract markets of Sydney, Melbourne, Brisbane, Adelaide, Perth and the major regional cites of the Gold Coast, Canberra and Newcastle. The winning survey tender will be the new CRA Regional Radio Audience Measurement provider.

“Currently one of four approved regional ratings survey providers can undertake audience measurement surveys in conjunction with other commercial and public broadcasters in their licence area. The introduction of one official provider following the tender will maintain consistency across markets,”said Joan Warner, chief executive officer, Commercial Radio Australia.  

Nine markets have released regional radio ratings under the CRA Regional Radio Audience Measurement methodology. Those markets include Wollongong, Albury, Swan Hill, Hobart, Horsham, Hamilton, Colac, Warrnambool, and the Sunshine Coast.

Under the new methodology, regional radio stations can commission an official survey in their licence area to offer advertisers a more regular insight into regional listening.

The successful tender for the CRA Regional Radio Audience Measurement will be announced by the end of 2015.