Slice and Dice
Commercial Radio Australia with the support of Southern Cross Austereo, media agencies and large direct advertisers can now hook into Frequency.
Each now has access to the free software package that will allow analysis of regional radio survey data.
With the more regular, reliable and cost effective regional radio audience measurement surveys (RRAMS). data is now available for 35 markets, validating a regional radio audience of more than 3.9 million people.
Chief executive officer of CRA, Joan Warner, said: “The industry’s offer, backed by SCA, to provide the Frequency software is aimed at raising awareness of the survey data now available for the valuable regional markets.”
Developed by Alan Logan of Walk Creative, the Frequency software will enable the data to be accessed by agencies and make it easy for agencies to utilise the regional data.
The agency rollout will begin in early 2017 and will include training on how to use the software effectively.
Joan Warner said: “In 2017, agencies and advertisers across Australia will have access to valid and accurate data from regional radio through this new initiative.”