Regional radio surveys are set to become more regular following the launch of a new radio research protocol for regional licence areas.

As part of the new protocol, CRA is also calling on research companies to apply for inclusion on an approved panel of suppliers to conduct surveys in the smaller markets, a move which will make surveys more cost effective.

Under the new system, regional radio stations can commission an approved ratings survey in conjunction with other commercial and public broadcasters in their licence area, providing advertisers a more regular insight into regional listening.

Previously, the cost of radio surveys in regional areas, (with the exception of Newcastle, Canberra and the Gold Coast that are surveyed as part of the master Radio Audience Measurement contract), were prohibitive resulting in fewer surveys conducted in these areas.

An overview of the new regional research methodology will be presented at the National Radio Conference, by Paul Amos (Xtra Research), John Musgrove (Southern Cross Austereo) and David Rogerson (pictured, from Grant Broadcasters).

The National Radio Conference (11 October) and the Australian Commercial Radio Awards (12 October) are being held in Brisbane.  The annual Radiofest has become a highlight of the radio industry’s yearly calendar attracting the industry’s stars, personalities and media executives from around Australia.  A full conference program can be found here, and when the day is finished radioinfo will shout you drinks at the post-conference function.

Recently released Commercial Radio Market Profiles show a marked increase in regional population, making this an important group for advertisers to reach when planning national campaigns. Research companies can apply to become accredited regional survey providers by emailing [email protected].