In what is the first of many proposed joint regional radio survey projects to be conducted in Australia with commercial radio stations and the ABC, a survey of the Launceston radio market has been commissioned in partnership with Grant Broadcasters.

The study, under the guidance of CRA, overseen by independent auditor Dr Rob Hall, was conducted by XTRA Research. The methodology moved away from a diary based approach and involved a telephone based methodology among people aged 10+.

Key findings include:

91.7 ABC Northern Tasmania, Chilli FM and LAFM dominate radio listening in the Launceston market.

26% of people aged 10+ listened to 91.7 ABC Northern Tasmania the most in the last 7 days. 25% of the market listened to Chilli-FM the most and 21% to LAFM.

91.7 ABC Northern Tasmania reached 35% of the 10+ population in the Launceston radio market in an average week. LAFM & Chilli-FM reached 34% & 33% respectively.

One station listened to the most in the last 7 days:

91.7 ABC Northern Tasmania 26%,  Chilli-FM 25%, 
 LAFM 21%,  
triple j 9%

Cumulative Reach in the last 7 days (Mon – Sun) among people 10+:

91.7 ABC Northern Tasmania 35%,  LAFM 34%
,  Chilli-FM 33%
,  triple j 15%

ABC Radio Local Content Manager, Jocelyn Nettlefold, said the strong result indicates how much the Launceston audience enjoys and relies upon the programs generated by the ABC team:

“91.7 ABC Northern Tasmania is committed to the local community and is always working on better ways to entertain and inform its residents. We care about what’s happening in Launceston and enjoy the interaction we share with our audience either on-air or on-online. Regional communities want and deserve strong local coverage and the ABC North Tas team does that passionately with creativity and accuracy.“

Regional General Manager for Grant Broadcasters Tasmanian radio operations Tim Holder said:

“It’s a great story for Chilli – FM and LAFM who have revealed strength among the 10-54 age groups in the market. We’re delivering strongly on listeners, and that’s a great benefit to our advertisers as well. Having the ABC as a partner in the study has been an example of how the commercial and government sectors can work together with a common goal of ensuring we are meeting our respective target audience’s needs.”