Regional Radio Fast Facts

  • 46% of Australians live in Regional areas
  • Regional Radio has a potential reach of over 11.0m people
  • Almost half of all groceries and beverages are consumed by Regional Australians
  • Every second car sold in Australia is sold in a Regional market
  • Regional households spend more per week on alcoholic beverages than metro households 
  • 12 of the 15 fastest population growth areas are in Regional markets
  • Regional Australians spend $10.5 billion each year on domestic and international holidays

*Source: Based on ACMA Radio license area/ABS 2011 survey data 

People Really Connect with Radio

  • Radio builds strong emotional connections with listeners
  • Radio audiences have continued to grow every year for the last 5 years
  • Radio influences consumers closest to the time of purchase
  • Radio and Online in combination delivers the strongest ROI (see research study below)
  • Radio is portable and mobile – today there is a radio in everyone’s pocket!



Radio Research Studies

Radio Dominates Share of Radio

  • Australians spend more time listening to Radio than any other online or offline audio platform
  • Live Australian Radio accounts for nearly two thirds (64.9%) of all audio listening, followed by owned music (13.0%)
  • Live Australian Radio has nearly double the share of all the other audio platforms added together
  • On average, Australians listen to 3 hours 23 minutes of audio each day - Radio accounts for 2 hours and 12 minutes
  • Live Australian Radio has five times the daily reach of Spotify, Pandora and Apple Music combined
  • Live Australian Radio is the number one audio platform for all demographics

Download - Radio Dominates Audio


Radio Drives ROI 

Radio has always been considered one of the most economical and effective call to action mediums. The findings of this study highlight this further by confirming that adding radio to a media mix helps brands to increase their ROI

  • Radio advertising delivers an average ROI of +17%, more than online (14%) and TV (13%)
  • Radio and online is the strongest two channel combination, delivering an average ROI of +23%, nearly three times more than TV and online (+9%) 
  • Radio is the only channel that consistently increases ROI; the results for radio are always positive
  • Radio and online is the strongest two channel combination, delivering an average ROI of nearly 3 times more than TV and online.

Download - Radio Drives ROI


Summer Listening

  • Radio continues to be the most engaging medium with consumers during the summer months, with nearly 9 out of 10 listeners (86%) listening as much or more music on radio during summer
  • 28% of 10-24 year olds say they listen to more radio in summer compared to the rest of the year
  • 65% of 10-24 year olds engage with a radio stations social media page
  • 24% of radio audiences indicate they spend more time in summer listening to the radio in their car compared to the rest of the year