Australian ad agencies to receive free software that allows analysis of regional radio data

Radio industry body Commercial Radio Australia (CRA) has today announced that, with the support of Southern Cross Austereo, media agencies and large direct advertisers across Australia will be offered a free software package called Frequency that will allow analysis of regional radio survey data.

Since the appointment of Xtra Insights, the official provider of regional radio surveys, smaller radio markets have participated in more regular, reliable and cost effective regional radio audience measurement surveys (RRAMS). Data is now available from 35 markets, validating a regional radio audience of more than 3.9 million people.

Says Joan Warner, CEO, CRA: “The industry’s offer, backed by SCA, to provide the Frequency software is aimed at raising awareness of the survey data now available for the valuable regional markets.”

Developed by Alan Logan of Walk Creative, the Frequency software will enable the data to be accessed by agencies and make it easy for agencies to utilise the regional data.

The agency rollout will begin in early 2017 and will include training on how to use the software effectively.

Adds Warner: “In 2017, agencies and advertisers across Australia will have access to valid and accurate data from regional radio through this new initiative.”