Results from the first radio ratings survey in Warrnambool for eight years will be released today. This follows the development and introduction of a cost effective industry approved standard introduced in 2014 for radio audience measurement surveys in regional areas outside of Sydney, Melbourne, Brisbane, Adelaide, Perth, Gold Coast, Canberra and Newcastle markets. 

Commissioned by Ace Radio, stations 3YB and Coast FM have been part of the radio audience research conducted by Xtra Research which involved 600 respondents between 16 – 28 March 2015. 

Radio industry body, Commercial Radio Australia introduced last year a new radio research protocol for regional licence areas outside the main GfK Radio Audience Measurement contract to allow more regular and less expensive research. 

Under the new system, regional radio stations can commission one of four approved ratings survey contractors in conjunction with other commercial and public broadcasters in their licence area. 

Commercial Radio Australia, chief executive officer, Joan Warner said: “Regional radio is an important part of Australian communities and effective and insightful research is vital for advertisers and stations.”

Mark Taylor from ACE Broadcasters said: “Warrnambool is the first regional survey for 2015. Last year’s survey results in Albury, Horsham, Hamilton and Colac proved to be a great asset when approaching advertisers.”