Regional Radio to get official telephone surveys

Staff Writer

One of the afternoon sessions; "Redefining Regional Research", has just completed.

The presentation featured Paul Amos from Xtra Research, John Musgrove from SCA and David Rogerson from Grant Broadcasters.

This session presented the new regional radio survey methodology that will be rolled out around the country.

The Diary is Dead.

After trials conducted throughout 2013 in regional Australian Radio listeners, a new method of survey will be rolled out utilising phone research in the future. This is far more cost-effective.

When referring to regional radio, this does not include the Gold Coast, Canberra or Newcastle, however it does include Townsville, Darwin, Hobart and the Central Coast.

Major clients in regional markets and national agencies have for years been "screaming out" for ratings figures to justify a regional spend, the challenge for regional radio has been to find an economically viable solution.

The new methodology for regional research won't be exactly the same as it has been. Traditional diary methods examine Station Share, Cume and TSL, whilst the new phone surveys planned for 2014 in regional areas will look at Cume and "Station Most".

In the Canberra and Launceston trials, the sample size was 606 people with an even spread of gender and age. The study was completed just after an official radio survey to meaure for accuracy, and the figures were comparable.

Regional Radio will now have an approved, cost effective method to gather recognised data and offer it to the market place. 

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