Xtra Insights surveys expand to include more regional markets

With GfK Radio 360 Survey 1 just days away of the five metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, the surveys conducted for Commercial Radio & Audio (CRA) by Xtra Insights have announced they will be expanded year on year to include more regional markets in 2024.

The Regional Radio Audience Measurement Survey (RRAMS) schedule will increase to 22 markets this year, up from 20 (representing 52 stations and nearly 3 million listeners) in 2023, providing greater insight into regional listening habits for an additional 12 commercial radio stations and more than 26 ABC stations across Australia.

CRA Chief Executive Officer Ford Ennals said:

“We know commercial radio stations are vital to regional and remote communities and we want to get a deeper understanding of regional listeners and their listening habits. We have been conducting regional radio surveys for a decade now, and we are always keen to keep expanding our research and improve the research methodology.”

In the decade since the RRAMS were introduced 177 surveys have been completed about the listening habits of 6.6 million Australians aged 10 and over.

Xtra Insights Managing Director Paul Amos said new survey methods will work in tandem with the existing methodology.

“Xtra Insights uses Computer Assisted Telephone Interviewing to conduct surveys. This year, we will launch online survey sampling in eight markets.”

Gold Coast, Canberra, and Newcastle surveys are carried out by GfK Metropolitan Radio Measurement alongside the eight metro surveys.

Last year, Xtra Insights surveys included the markets of Deniliquin, Wangaratta and Campbelltown for the first time. This year’s surveys include: NSW (Port Macquarie, Dubbo, Central Coast, Wollongong), Queensland (Roma, Ipswich, Mackay, Sunshine Coast, Townsville, Toowoomba and Cairns) Western Australia (Geraldton, Albany, Wheatbelt, Esperance, Kalgoorlie, Bunbury) Victoria (Ballarat), South Australia (Mt Gambier), Northern Territory (Darwin) and Tasmania (Hobart and Launceston).

More information and survey dates can be found here.


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