When the results of the Mandurah, Western Australia regional radio audience measurement survey (RRAMS) is released on Tuesday March 25 at 2pm AEDT, Xtra Insights will proudly mark 200 surveys since the methodology was launched in 2014.

Over the last 10 years, 52 regional radio markets have been surveyed and 173,560 interviews conducted of more than 6.7 million regional Australians aged 10+ and 116 individual commercial stations represented.

Xtra Insights is deeply connected with regional Australia and incredibly proud of this milestone with Bethaney Lawler, Head of Radio Audience Measurement at Xtra Insights, saying:

“Reaching 200 surveys is a testament to the value of consistent and reliable data for regional broadcasters. The insights gained have not only enhanced programming decisions but also driven positive outcomes for station sales and advertiser confidence.”

Prior to the introduction of the RRAMS methodology, audience measurement was infrequent and costly for regional broadcasters. The implementation a decade ago of a robust, dedicated regional methodology, which produces a “Station
Listened to Most” figure, has provided markets as small as Karratha in Western Australia to larger regions like Wollongong in New South Wales, advertisers, programmers and listeners access to more frequent, reliable, and actionable data for their local communities.