CRA with SCA offers ad agencies free regional radio analytics software

Radio industry body Commercial Radio Australia (CRA), with support from SCA, has announced that media agencies and large direct advertisers 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 for 35 markets, validating a regional radio audience of more than 3.9 million people.

Chief executive officer of CRA, Joan Warner, said: “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.”

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