Regional radio vies for greater spend with new tool

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 17 July 2019

Advertisers now have access to a new reach and frequency tool to help target listeners in regional Australia.

The new service, launched by industry body Commercial Radio Australia (CRA), uses modelling and data from more than 80 regional radio surveys from 51 markets to help agencies calculate the best reach and frequency combinations for campaigns.

Joan Warner, CRA CEO, says it will provide media buyers with information such as how different radio station combinations impact on reach, effective budget allocation by dayparts and how much additional spend increases reach.

“Reach and frequency are the most important measures used in radio as they allow stations and the advertising community to estimate how many listeners have heard an advertising campaign,” Warner says.

“This new tool will allow regional broadcasters to showcase the strength of their audiences in a more sophisticated fashion and provide information that has only previously been available for the metropolitan markets.”

Developed by Milton Data, the tool draws on consumer behaviour insights from the larger metropolitan radio surveys, as well as data from all regional radio surveys since 2014.

Media owners have been pushing to increase advertisers’ spend in regional Australia. The Boomtown initiative, which includes Southern Cross Austereo, News Corp Australia and Prime Media Group, has been advocating for greater spend outside of metropolitan Australia since April.

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