Advertisers targeting consumers in regional Australia will for the first time have access to a new reach and frequency tool for regional radio.
The service, launched by industry body Commercial Radio Australia, uses sophisticated modelling and data from more than 80 regional radio surveys conducted in 51 markets to help agencies calculate optimal reach and frequency combinations for their advertising campaigns.
CRA chief executive officer Joan Warner said the service provides media buyers with information such as how different station combinations impact on reach, the most effective budget allocations 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.
“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,” she said.
The tool was developed by Milton Data and draws on consumer behavior insights from the larger metropolitan radio surveys as well as data from all regional radio surveys undertaken since 2014, when CRA introduced a new system allowing for more regular regional radio audience measurement.
Agencies can access the service through Frequency, a CRA Gold Standard certified software system and via regional broadcasters.
The regional radio stations surveyed to date reach more than 5.5 million Australians aged 10+. Data is available for larger markets such as Darwin, Cairns, Wollongong, Sunshine Coast and Dubbo, as well as smaller markets including Wangaratta, Mandurah and Mt Gambier.
CEASA figures show regional radio attracted advertising expenditure of $382.5 million in 2018.
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]