The Gold Coast’s first official ratings’ survey since 1999 that includes all the major players has started.

Although there was a radio survey on the Gold Coast in October 2003, commissioned by Hot Tomato and the ABC, SEA and Gold declined to take part.

This time Macquarie Regional Radio Works’ stations, Sea FM and Gold FM, are splitting the bill with Hot Tomato for an independent eight week survey – at a cost of $75 000.

Hot Tomato Executive Director, Hans Torv, says “We are pleased that MRR have finally got involved in accountability. We are even happier that SEA and Gold have dragged out old Austereo and ARN promotions (Fugitive, and Gold is my Station). Most Hot Tomato staff have worked these contests up to 20 years ago! In the week when petrol has hit $1.06 a litre, Hot Tomato has letterboxed 170,000 households with an 8 page direct mail offering 30c a litre cash back for ANYONE on the Gold Coast.To be followed up by SMARTY PANTS the Gold Coast’s $10,000 fast trivia. How silly are we, we even gave the listeners the winning answers in the direct mailer!”.

(To download a copy of the flyer, click here)

All stations are hoping the outcome will prove they are ranked number one on the Gold Coast.

The survey results will be released in May.

Regional surveys differ from capital cities because they usually require two or more fierce competitors to negotiate timing and duration. This process can be more difficult than in capital cities, because one player is sometimes unwilling to commit to a date. If the two players don’t agree on a date, there are only two options – go alone and pay more, or defer until agreement can be reached.