CRA announces return of regional radio surveys

Image: Geraldton

Audience measurement is back for radio networks and programs in the regions.

The ratings surveys were paused last year due to COVID-19 limitations.

Late last year, surveys for metro markets returned, and the results for the first metro survey for 2021 will be released on Thursday.

Before even that, however, the ratings results for Geraldton in Western Australia will be out, with the results dropping tomorrow, Commercial Radio Australia (CRA) announced this morning.

While GfK provides the ratings research in the metro markets (Sydney, Melbourne, Brisbane, Perth and Adelaide) as well as Newcastle, Canberra and the Gold Coast, it is Xtra Insights which covers the rest of the regions.

Xtra Insights’ contract has now been extended by one year, taking it to the end of 2021.

CRA said there were 25 regional surveys planned for 2021 including across Hobart, Darwin, Townsville, Gold Coast, Sunshine Coast, Toowoomba and Shepparton.

“We’re pleased to continue our partnership with Xtra Insights and resume the important task of measuring radio audiences,” CEO of CRA, Joan Warner, said.

Xtra’s research director and acting head of radio audience measurement, Hannah Lovegrove, said: “2020 was an incredibly challenging year for the Australian radio industry, so we’re thrilled that the regional surveys will be returning in 2021 with fieldwork and preparations already underway for a number of markets.

“We’re pleased to announce that recent innovations to reporting software, Frequency, now allow for the generation of multi-week reach and frequency schedules, which we hope will be of great benefit to both agencies and broadcasters.”