Xtra Research hired to provide consistent data with new regional radio surveys contract

Commercial Radio AustraliaCommercial Radio Australia has moved to provide consistent data for regional radio surveys after appointing Xtra Research to conduct them.

The company will begin surveys of smaller regional markets from January 2016, replacing the current system which allows stations to commission one of four providers to provide the data.

GfK will continue to conduct the surveys in the five capital cities as well as larger regional areas of the Gold Coast, Canberra and Newcastle.

CRA CEO Joan Warner argued the appointment would allow smaller radio markets to undertake cost effective audience measurement that was consistent across markets.

“The industry looks forward to working with Xtra to provide valuable insights into the regional listening audience for stations, advertisers and agencies,” said Warner.

Regional radio markets have struggled to find a cost effective way of doing radio rating surveys in smaller regional areas.

Xtra will now become the single regional radio survey provider from 2016.

“There has been a very positive response to the new research and we hope to see it expand across more markets,” said Warner.

Nic Christensen 


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