Australia’s listening audience for commercial radio 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.

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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 listened to 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]

 

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]

 

 

Return On Investment

•    When combined with digital advertising, radio delivers 29% more traffic on your website’s SEO, that means more visits to your web page if a call to action is included in a radio commercial. [6]
•    Radio advertising has an immediate effect. 78% of those who heard the ads took some form of digital activity within 24 hours [7]
•    Radio listeners are 6 times more likely to search for a business when they hear their radio commercial [7]
 

 

Local and targeted

•    56% of listeners tune in to the radio for news, local events, and traffic reports [8]
•    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.

 

 

 

Trust & loyalty

•    Nearly 7 in 10 listeners agree that radio educates and informs them [8]
•    Radio is the media most associated with being spontaneous, human, accessible, personal intimate and trustworthy [9]

 

 

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

 

 

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 [10]

 

 

 

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] NAB Radio Drives Search, Sept 2017
[7] CRA & Colman Brunton – Radio Boosts Digital Activity, May 2012
[8] GfK Radio Insights 2018 – Listening Drivers
[9] GfK Radio Insights 2017 – Trusted and Authentic 
[10] 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)