New Tool Allows Radio Targeting in 'Regional' Australia

Commercial Radio Australia (CRA) has launched a new reach and frequency tool allowing advertisers to target the 36% of consumers who do not live in the country's major metropolitan areas.

As reported on www.mumbrella.com.au , the service was developed by Milton Data, uses modelling and data from more than 80 regional* radio surveys across 51 markets, and can be accessed through software system Frequency or via regional broadcasters. Although regional radio stations reach more than 5.5m people aged 10+, more than a third of the population, only 10% of media agency spend is currently allocated to this audience.

CRA CEO Joan Warner (pictured) says data on offer includes how different station combinations impact reach, the most effective budget allocations by day parts, and how much additional spend increases reach; and allows regional broadcasters 'to showcase the strength of their audiences in a more sophisticated fashion'.

CRA is contracted with GfK as its main supplier of radio audience measurement, until 2022; and last October announced the launch of a 'world-first super pilot' to test radio audience measurement via a combination of diary and electronic meters.

Web site: www.commercialradio.com.au .


* Wikipedia https://en.wikipedia.org/wiki/Regional_Australia : 'rural and regional Australia' is defined by the Australian Department of Home Affairs as all of Australia outside of the Australian Capital Territory, Sydney, Newcastle, the Central Coast, Wollongong, Brisbane, the Gold Coast, Melbourne, and Perth.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.