Regional radio advertisers get access to reach and frequency tool

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.

“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 CRA 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.”

Warner added the service offers media buyers information such as: how different station combinations impact reach, the most effective budget allocations by day parts, and how much additional spend increases reach.

Agencies can access the tool through software system Frequency, and via regional broadcasters. It was developed by Milton Data, and draws upon consumer behaviour surveys from both metropolitan and regional radio surveys since 2014.

Regional radio stations surveyed to date reach more than 5.5m people in the 10+ demographic.

CEASA figures show that regional radio had an ad spend of $382.5m last year.

The launch of the tool comes three months after regional media owners united in an effort to attract more media agency dollars. The Boomtown initiative, spearheaded by Southern Cross Austereo’s chief sales officer Brian Gallagher, argues it’s time for regional Australia to stop being ignored by brands and agencies – citing figures that 36% of people live in the regions, but only 10% of media agency budgets get directed there.


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