CRA launches new reach & frequency tool for regional radio

Staff Writer

Advertisers now have a new tool to target consumers in regional Australia.

Commercial Radio Australia will take data from more than 80 regional radio surveys (across 51 markets) and launched a new reach and frequency tool.

The new service, developed by Milton Data, is set to help agencies calculate optimal reach and frequency combinations for their advertising campaigns.

Information available will include how different station combinations impact on reach, the most effective budget allocations by dayparts and how much additional spend increases reach.

The tool takes behaviour insights from metro surveys, plus regional surveys since 2014.

“Reach and frequency are the most important measures used in radio as they allow stations and the advertising community to estimate how many listeners have heard an advertising campaign,” said Commercial Radio Australia CEO Joan Warner.

“This new tool will allow regional broadcasters to showcase the strength of their audiences in a more sophisticated fashion and provide information that has only previously been available for the metropolitan markets,” she said.

CEASA figures show regional radio attracted advertising expenditure of $382.5 million in 2018.

Agencies can now access the service through Frequency, a CRA Gold Standard certified software system and via regional broadcasters.

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