Four regional radio survey providers have completed an accreditation process to join a panel of approved suppliers to undertake audience measurement research from 2014 in regional markets, in an initiative from Commercial Radio Australia that will lead to more regular audience research in regional Australia.
GfK is the new survey provider from January 2014 for audience surveys in Sydney, Melbourne, Brisbane, Adelaide, Perth, the Gold Coast, Canberra and Newcastle however, new research companies have been approved to conduct the surveys in all regional markets outside of the Gold Coast, Canberra and Newcastle markets.
They are:
- Xtra Research
- DBM Consultants
- Enterprise Marketing and Research Services (EMRS)
- IRIS Research.
From next year, under the new system, regional radio stations can commission one of the approved research companies to provide audience surveys in their licence area to offer advertisers a more regular insight into regional listening.
Previously the prohibitive cost of radio surveys in regional areas has historically resulted in fewer surveys conducted in these areas.
Commercial Radio Australia Chief Executive Officer Joan Warner said: “Information gathered from regular regional surveys will benefit sales teams and advertisers, and also provide insights to help programming teams make even better radio for local regional audiences.”
The new system of regional radio audience measurement coincides with the transition to metropolitan surveys being provided by GfK from January 1. Other suppliers may be added to the regional survey providers’ panel as the accreditation process proceeds on an ongoing basis.