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.

Click here to view the Radio in 2018 summary.

The Australian radio audience continues to grow. In 2018, the five metropolitan capital cities saw over 10.7 million people tune in to commercial radio each week, an increase of 270,000 people or 2.6% from 2017.

Reach

Radio reaches 95% of Australians within the five metropolitan 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 a 74.2% share of all commercial audio listening - nearly 10 times the share of ad-supported streaming services. [2]
76% of the population have one or more radios in their home. [3]

Engagement

Listeners are nine times happier and more energised when listening to the radio.[4]
Two thirds of radio listeners are open to advertising messages, the highest across any form of media.[5]
Almost two in three 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). [6]

Innovation

Live Australian radio is now available via DAB+ digital radio in Sydney, Melbourne, Brisbane, Adelaide, Perth. DAB+ trials are currently underway in Canberra and Darwin.
44% of new vehicles are factory fitted with a DAB+ digital radio.[7]
The automated holdings system now allows media agencies to interact with all radio stations’ traffic management systems electronically without the paper trail.

Trust & loyalty

Nine in ten radio listeners would miss their favourite radio show if it was taken off air permanently. [8]
Radio listeners are twice as likely to have just one favourite radio station, when compared with other media. [9]
Nearly 7 in 10 listeners agree that radio educates and informs them. [10]
Radio is the media most associated with being spontaneous, human, accessible, personal intimate and trustworthy. [11]

Return on investment

Radio advertising delivers an average return on investment (ROI) of +17%, more than online (14%) and TV (13%) [12]
Radio and online is a strong two channel combination, delivering an average ROI of +23% [13]

Strong call-to-action

Radio advertising has an immediate effect. Over three quarters (78%) of those who heard the ads took some form of digital activity within 24 hours.[14]
People are six times more likely to go to an advertiser's website if they’ve heard them advertise on radio. [15]

Immediacy

A radio campaign can be launched with a short lead time. Radio commercials can be scripted, recorded and placed on-air within one 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.

Local and targeted

56% of listeners tune in to the radio for news, local events and traffic reports. [16]
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 contact Briony McLean at briony.mclean@commercialradio.com.au or 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, Survey 1-8, 2018, Mon-Sun midnight to midnight, all people 10+, SMBAP

[2] 2018 GfK Australian Share of Audio study

[3] Edison Research 2019 – The Infinite Dial, Australia

[4] Colmar Brunton 2014 – Brand Search and Purchase

[5] Colmar Brunton 2014 – Brand Search and Purchase

[6] GfK Radio Insights 2017 – Multiplatform Engagement

[7] Source: Glass' Automotive Business Intelligence Q3. 2017. Total sales figures supplied by Australian vehicle manufacturers supporting DAB+ digital radio.

[8] GfK AudienScope 2014 – Radio: A Love Story

[9] GfK AudienScope 2014 – Radio: A Love Story

[10] GfK Radio Insights 2018 – Listening Drivers

[11] GfK Radio Insights 2017 – Trusted and Authentic

[12] Colmar Brunton 2015 Media Spend ROI Study

[13] Colmar Brunton 2015 Media Spend ROI Study

[14] Colmar Brunton 2012 Connect With Radio

[15] Colmar Brunton 2012 Connect With Radio

[16] GfK Radio Insights 2018 – Listening Drivers