Radio_

Build Your Brand With
the Power of Audio

of Australians listen to radio each week

average weekly hours listening to radio

listen to radio in the car

of consumers are more likely to make a purchase after hearing a radio ad

Why Radio_

Reaches 95% of Australians + -

Radio reaches more consumers than any other medium, with 95% of Australians aged 10+ listening each week. Commercial radio’s audience has grown by 8% over the past five years.  With 260 stations across the country, radio provides the flexibility to target millions of listeners at home, at work, in the car and on the go.

Drives action and sales + -

Radio has an immediate impact on consumer behaviour. Colmar Brunton says consumers are 43% more likely to search for a brand online and 41% more likely to make a purchase after hearing it advertised on radio. Adding radio to the marketing mix improves results. There is an average 23% return on investment when radio is added to online, and a 21% ROI when radio is combined with TV.

Trust and authenticity + -

Radio is a highly trusted, human, engaging and intimate medium. More than half of listeners consider radio a companion. Popular on-air personalities deepen the close connection listeners have with their favourite station and can create loyalty to brands that advertise on it.

Cost-effective brand building + -

Radio drives a strong call-to-action, but it’s also an effective brand building medium. Audio is highly memorable and stays with you long after the point of engagement. Relatively low production costs allow advertisers to communicate their brand story cost-effectively.

Apps, events, podcasts and more + -

Radio offers dynamic and exciting new opportunities to reach consumers across multiple platforms. These include DAB+ radio, streaming, mobile apps, social media, podcasts, live events, voice-enabled smart speakers and more.

Makes people happy + -

Research shows that consumers are nine times happier and more energised when listening to radio. This translates to a greater openness to advertising messages – 67% say they are open to advertising messages, the highest across any media.

Useful Links_

Radio Alive

Provides information on commercial radio advertising and media planning.

Read More_

The Power of Radio Advertising

Radio is a strong brand building medium, whilst also driving a great call-to-action.
It is a high reach medium that delivers long-lasting engagement and tangible results
for advertisers.

View Fact Pack_

“The biggest thing that drives engagement is the quality of the creative.”

- Keith Weed, CMO, Unilever, CNBC, 6 May 2016 -

“Businesses must consider brands as assets - as tangible as plant equipment, buildings and people. In fact brands are among the more lasting investments that can be made.”

- Joan Withers MBA, CFInstD -

“Sustaining an audience is hard, it demands a consistency of thought, of purpose, and of action over a long period of time”

- Bruce Springsteen - Quoted in “The three C’s of customer satisfaction” McKinsey & Co, March 2014

The Power of Advertising

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