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Hobart survey Released Today


Results from the first radio industry audience measurement survey in Hobart in over 12 years will be released today. This follows the development and introduction of a new cost effective industry approved standard for radio audience measurement surveys in regional areas outside of Sydney, Melbourne, Brisbane, Adelaide, Perth, Gold Coast, Canberra and Newcastle markets.

Local Hobart radio stations commissioned Xtra Research to carry out the survey which involved 1200 respondents and was conducted between 13 October and 1 November 2014. 

Grant Broadcasters General Manager, Colin Taylor said: “What an incredibly exciting time for radio in Hobart.  After having no scorecard for 12 years, it is gratifying to confirm faith in our product for our listeners and customers. Our team has worked incredibly hard to deliver outstanding local radio and we are looking forward to sharing the research with our advertisers. We know in this market there is choice – we are very grateful for those that continue to make us their first choice.”

General Manager Southern Cross Austereo, Damon Wise, said “Hobart loves radio and at Southern Cross Austereo we work hard to ensure that our stations have the right sound with relevant, engaging content at the right time for our audience. We are looking forward to sharing the results with the community.”

Survey results for the Victorian market of Swan Hill were released yesterday, while Horsham, Hamilton and Colac will follow in the coming weeks. Earlier in 2014, regional surveys using the approved industry regional survey standard have also been conducted in the markets of Wollongong and Albury.

Radio industry body Commercial Radio Australia announced the new radio research protocol for regional licence areas outside the main GfK Radio Audience Measurement contract late last year to allow more regular and affordable surveys to be conducted in smaller regional markets. Under the new system, regional radio stations can commission one of four approved regional ratings survey providers to undertake audience measurement surveys in conjunction with other commercial and public broadcasters in their licence area.

Commercial Radio Australia, chief executive officer, Joan Warner said: “We’re pleased to announce these latest survey results and as our regional members utilise this valuable and cost-effective research option, more will follow. Radio audience measurement survey results are recognised by the industry and advertisers alike as an important tool for proving the benefits of radio as an effective platform in a complex and competitive ad market.”

The Hobart regional survey results will be available from 10.00am AEDT on the Radio. It’s a Love Thing website.

For all the latest news, get social with CRA on: www.commercialradio.com.au
Commercial Radio Australia is on FacebookTwitter and Instagram

Media contacts:  Melissa Fleming – 0417 499 529   and   Vasinee Jordan – 0410 691 161

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