Regional radio advertisers get access to reach and frequency tool

July 17, 2019 10:20

Advertisers targeting regional Australians on radio will, for the first time, have access to a new reach and frequency tool launched by Commercial Radio Australia (CRA).

The tool uses modelling and data from more than 80 regional radio surveys across 51 markets to assist agencies in calculating reach and frequency combinations for campaigns.

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Brittney Rigby

Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.

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4 COMMENTS

BriznEyland 17 Jul 19

Welcome to 1980, CRA. PPfffttt…

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SydneyCider 17 Jul 19

Go back to 1890.

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keep spinning 17 Jul 19

I just used the tool.

“Sophisticated” is an oversell. While it’s better than we had last week, it certainly isn’t sophisticated. Basic is a better description, it doesn’t even calculate CPM, there is no option to adjust the flighting by week.

I’ll probably just let my rep keep guessing how many spots I need.

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Nonsense 19 Jul 19

Maybe the shortfall of $ falling to regional stations should also be attributed to the ones selling it BG?

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