News February 24, 2017

Radio urges advertisers to reconsider regional networks

Charts & New Music Editor

The radio industry in Australia will carry out more than 30 regional radio surveys across the nation in 2017 and roll out new software to provide ad agencies with free access to the data.

In light of this, the industry is urging advertisers and media agencies to consider regional radio as a key medium for their campaigns and initiatives.

Regional radio will look to build on the 2.4% of total advertising expenditure that it attracted in the 12 months ending June 2016, according to the Commercial Economic Advisory Service of Australia (CEASA).

“Radio is one of the most trusted and effective ways to reach consumers in regional Australia and now that new data is available, we’re asking advertisers to take a fresh look at what radio can deliver in terms of reach and return on investment,” said Commercial Radio Australia Chief Executive Officer Joan Warner.

For the first time, the 30 upcoming surveys will be conducted by Xtra Insights in Ballarat in Victoria, Mt Isa in Queensland and Mandurah in Western Australia, while larger centres such as Cairns, Darwin, Wollongong, Launceston and Sunshine Coast are also scheduled to be surveyed again.

Digital design and development agency Walk Creative will launch the Frequency online data analytics program to media agencies and radio networks across Australia this week. Southern Cross Austereo is also supporting the program.

Advertisers can better plan and target their campaigns through the program, which includes detailed analysis and compelling data on the 35 key regional markets already surveyed. New data will be automatically added as more surveys are carried out.

The data has already shown “that 77% of 18-24 year-olds in the regional NSW markets surveyed listen to commercial radio during breakfast, while 60% of females aged 10+ in the regional Queensland markets listen during the drive shift”.

The Frequency program currently contains survey data on the following markets: