531 3GG Forever Classic has jumped 4.4 to 10.1, moving into 2nd place and leapfrogging ABC Radio Melbourne (8.6), triple j (7.4), and ABC Gippsland (7.2) in the latest Xtra Insights survey for Warragul.
Hit Gippsland, rebadged from 94.3 Star FM since the last survey in 2016, eased slightly, down 1.3 to 13.8, but are still on top.
Pete & Zoe (Hit) are clearly No. 1 in breakfast, up 0.3 to 14.4, while Andrew Deak (3GG) was the big mover, up 5.0 to 10.2.
This latest Warragul survey marks the 100th regional radio audience measurement survey (RRAMS) and the 19th regional survey conducted so far in 2019, with a further six scheduled for the rest of the year in the markets of Geelong, Hobart, Townsville, Albury, Devonport and Burnie.
Regional markets surveyed just this year reach more than 2.7 million people aged 10+.
The milestone RRAMS, along with other regional radio surveys (excluding Gold Coast, Canberra and Newcastle), was conducted by Xtra Insights, the industry’s official provider of regional radio surveys and the official radio survey provider since CRA introduced a new methodology for regional surveys in 2014 enabling smaller radio markets to undertake consistent and cost-effective audience measurement.
47 regional radio markets have been surveyed to date representing more than 5.8 million Australians aged 10+. Over 87,000 survey interviews in regional Australia have been completed since 2014, with 107 commercial stations participating in markets including Hobart, Wollongong, Sunshine Coast, Darwin, Cairns and Bendigo.
CRA chief executive officer Joan Warner says, “Since the introduction of the regional surveys methodology, we are seeing an increased understanding of the power of commercial radio to reach communities in regional and smaller markets. Each RRAMS undertaken provides vital data that benefits regional stations, local and national advertisers and media agencies and allows them to understand how hyper-local regional commercial radio can speak directly to regional Australians.”
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