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

December 22, 2015 1:34

Commercial 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.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

John 23 Dec 15

Good news if the new service offers stations , programmers and advertisers greater insight regarding the potential audience a station(s) endeavour (s) to offer.And more surveys per year?

It also would be great if audience figures could be married to campaign success in a post campaign analysis as well ……….or is that already being done?

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