ARC to launch 2022 regional radio rankings with first Karratha poll results

Radio ratings surveys will be conducted in 27 regional markets across Australia in 2022 and results for the town of Karratha in WA will be released on March 15, industry body Commercial Radio Australia said.

ARC also announced that it has extended its audience measurement contract with research firm Xtra Insights for two years.

Karratha, based in the Pilbara region of WA, has a population of just 16,800 aged 10 and over and has never been surveyed before.

The largest market to survey this year will be Geelong in Victoria, with a population of 527,500. Other markets to investigate include Wollongong, Gosford, Sunshine Coast and Hobart.

director general of ARC Joan Warner said: “We are delighted to extend our partnership with Xtra Insights to survey 27 markets this year, including two that have never been surveyed before – Karratha in Western Australia and Atherton in Queensland. The research conducted by Xtra over the past five years has been invaluable in demonstrating the breadth and depth of radio’s reach across the country.

Learn more: Ford Ennals to replace Joan Warner as CEO of Commercial Radio Australia

Xtra Insights has conducted surveys in 47 different regional radio markets since its appointment in January 2016.

Despite the disruption caused by Covid, 25 regional radio markets were surveyed in 2021, comprising 23,000 interviews.

Bethaney Lawler, Managing Director of Xtra Insights, said: “It has been a pleasure to work with Commercial Radio Australia and the regional broadcasters since the early days of RRAMS. We look forward to the next two years as we continue to develop and evolve the valuable service Xtra provides to these markets.

Under the agreement with the ARC, commercial radio stations can ask Xtra to undertake polls in conjunction with public broadcasters in their licensed area. All agencies can access data for free through the Regional Frequency Radio Ratings Analytics Tool, including listening statistics by market, station, demographic and time slot.

The results of the regional survey are also available online here, with results for Karratha released after 11am AEDT.

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