Xtra Insights regional survey contract extended for 2 more years

Reuional Radio surveys will be conducted in 27 markets across Australia this year, with the first results for Karratha released later today.

Commercial Radio Australia has extended its successful regional audience measurement contract with research firm Xtra Insights for another two years. Xtra Insights has conducted surveys in 47 different regional radio markets since it was appointed in January 2016.

Despite the disruptions caused by COVID, 25 regional radio markets were surveyed in 2021, comprising 23,000 interviews.

The largest market to be surveyed in 2022 will be Geelong in Victoria, with a population of 527,500. Other markets to be surveyed include Wollongong, Gosford, Sunshine Coast and Hobart.

Karratha, based in the Pilbara region of WA, has a population of just 16,800 people aged 10+, and has never previously been surveyed. Atherton in Queensland is another new market added this year.

CRA chief executive officer Joan Warner said: “We’re pleased to extend our partnership with Xtra Insights… The research conducted by Xtra over the past five years has been valuable in demonstrating the breadth and depth of radio’s reach across the country.”

Under the agreement with CRA, commercial radio stations can commission Xtra to undertake surveys in conjunction with public broadcasters in their licence area. All agencies can access the data for free through the Frequency Regional Radio ratings analyser tool, including listening statistics by market, station, demographic and daypart.

Bethaney Lawler, General Manager of Xtra Insights, said: “It has been a pleasure to work with Commercial Radio Australia and the regional broadcasters since the early days of RRAMS. We look forward to the next two years as we continue to build and evolve the valuable service Xtra provides to these markets.”

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