CRA extends Xtra Insights regional radio ratings contract

Commercial Radio Australia (CRA) has announced a two year contract extension for Xtra Insights as the official provider of radio audience surveys and ratings for regional Australia.

Xtra Insights has provided radio surveys for all regional markets except for Gold Coast, Canberra and Newcastle since January 2016, and under the continued agreement commercial stations can comission Xtra to undertake surveys in their licence area.

“We look forward to working with Xtra Insights and regional broadcasters over the next two years as we continue to build and evolve the valuable service Xtra provides to these markets,” said CRA chief executive officer Joan Warner.

“Radio stations that have participated in the surveys have benefited from increased revenue opportunities and improved awareness among advertisers.”

Managing director of Xtra Insights Paul Amos added that 2017s strong regional radio results validated radio’s importance in the community.

“Of the 26 regional markets surveyed in 2017, eight participated under the current methodology for the very first time,” he said.

“More than 21,000 people were surveyed in total, and 60 commercial radio stations participated.”

“Xtra Insights is strongly committed to the continuous development of the RRAMS process and will be prioritising industry awareness and education surrounding the regional methodology in 2018.”