Why Use Radio?

Radio continues to be a strong and effective advertising channel for businesses – it is a broadcast medium that can be accessed anywhere, anytime, by anybody. The engaging and social nature of radio and its powerful connection with its audience makes radio the perfect way to build brand awareness and stimulate digital activity.

The Australian radio audience continues to grow. In 2021, the five metropolitan capital cities saw over 11.2M listeners tune in to commercial radio each week, an increase of more than 9% in the last five years.
Radio Alive

Reach

  • Radio reaches 95% of Australians within the 5 metro capital cities each week [1]
  • Live Australian radio accounts for a dominant 61.3% of all audio listening each week [2]
  • Live Australian radio holds 74.2% share of all commercial audio listening – nearly 10x the share of ad-supported streaming services [2]
  • 4 in 5 Australians listen to AM/FM/DAB+ radio over-the-air, online or via catch-up podcasts each week [3]
Radio Alive

Engagement

  • Almost 2 in 3 radio listeners engaged with one or more of radio's other platforms in the last year (websites, social media, podcasts, apps, events or direct contact with the station) [4]
  • Australians spend an average of 12 hours & 53 minutes listening to commercial radio each week [5]
Radio Alive

Innovation

  • Live Australian radio is available via DAB+ digital radio in the five metro capital cities of Sydney, Melbourne, Brisbane, Adelaide and Perth; as well as Hobart, Darwin, Canberra and Mandurah
  • 78.24% of new vehicles sold with DAB+ digital radio in past year [6]
  • The automated holdings system now allows media agencies to interact with all radio stations’ traffic management systems electronically without the paper trail
Radio Alive

Trust & loyalty

  • Nearly 7 in 10 listeners agree that radio educates and informs them [7]
  • Radio is the media most associated with being spontaneous, human, accessible, personal intimate and trustworthy [8]
Radio Alive

Immediacy

  • A radio campaign can be launched with a short lead time. Radio commercials can be scripted, recorded and placed on-air within 1 week
  • Radio campaigns can be tailored to suit current affairs, news, weather or trends. Stations can change spot placement or live read timings with short notice
Radio Alive

Local and targeted

  • 56% of listeners tune in to the radio for news, local events and traffic reports [7]
  • A radio campaign can be scheduled to air at a certain time of day, reaching target audiences at a time when the message is most relevant.

For more information, please email Briony McLean or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.

Sources

[1] GfK Radio Ratings, SMBAP, Survey 1-8 2021, Total Radio Listeners, Cume %, Mon-Sun 12mn-12mn, All People 10+
[2] 2019 GfK Share of Audio
[3] 2021 The Infinite Dial Australia
[4] GfK Radio Insights 2017 – Multiplatform Engagement
[5] GfK Radio Ratings, SMBAP, S1-8 2021, All Commercial Listening (inc DAB+), TSL, Mon-Sun 12mn-12mn, All People 10+
[6] Total new DAB+ enabled vehicle sales for 12 months to 31 December 2021, as sourced from VFACTS and Glass's Information Services Report, reported as a percentage of total new vehicles sold, as supplied by FCAI (Australia)
[7] GfK Radio Insights 2018 – Listening Drivers
[8] GfK Radio Insights 2017 – Trusted and Authentic