Amidst the digital whirlwind of podcasts, social media, and video content, there emerges an important question for advertisers: does traditional radio still have its place? With the rise of platforms like Spotify, I Heart Radio, and the ever-growing importance of visual mediums, it's worth asking whether radio can still effectively capture attention in 2023.
The answer remains a resounding 'yes'. Radio in Australia continues to post impressive numbers and remains a favoured choice among advertisers.
Recent data up to March 2023 showcases an upturn in radio audience numbers for metro markets. The statistics indicate a 3.2% growth from the previous year, engaging over 11.9 million metro listeners every week.
Understanding the Surge in Radio
There are multifaceted reasons underpinning this compound growth in radio audiences:
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Shift in Listening Habits: Previously, peak listening times were the breakfast and drive slots, predominantly associated with commuting. However, with flexible work arrangements and more Australians working from home, radio listening is no longer confined to transit hours. Many are tuning in throughout the day via smart devices and computers.
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Lingering Effects of the Pandemic: The COVID-19 pandemic and subsequent lockdowns had inadvertently boosted radio listenership, and this growth momentum has persisted even in the post-lockdown phase.
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Cost-Effective Advertising Medium: Radio provides an unparalleled blend of reach, frequency, and a competitively low CPM, making it an attractive advertising platform for brand awareness. While it does offer better targeting than in the past, it's still a broader reach media.
Compelling Reasons to Engage with Radio in 2023
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Quick & Efficient Creativity: Whether it's live reads, program sponsorship credits, or pre-recorded ads of varying lengths, radio ad creation is both swift and cost-effective. With prompt production turnaround, campaigns can be activated almost instantly.
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Immediacy: The sheer speed of rolling out radio campaigns coupled with the ease of content updates offers a level of immediacy few media can match.
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Frequency & Scale: To drive home a message, repetition is key. Radio empowers advertisers to target specific time slots, ensuring the audience hears the message multiple times.
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Versatile Messaging: With live reads, sponsorships, competitions, and giveaways, radio offers dynamic avenues to tailor messages to both the offer and the audience.
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Engagement through Loyalty: Dedicated listeners, whether on a commute or at home, tend to be deeply engaged with their preferred radio stations, resulting in heightened attention to ads.
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Cost-Effectiveness: Partnering with a seasoned agency like MPA can yield excellent ROI through keenly negotiated ad spots.
Radio and Outdoor – A Potent Combo
For those who believe in the power of visual stimuli, consider pairing radio with an outdoor billboard or street furniture campaign. The blend of an unavoidable visual message from outdoor advertising, coupled with radio's persuasive call to action, can amplify conversion rates. This combination beautifully bridges auditory and visual realms, offering a holistic campaign experience.
In conclusion, despite the dazzling array of digital media options available in 2023, radio firmly holds its ground in Australia's media mix. With its adaptability, cost-efficiency, and extensive reach, it remains an indispensable tool for brands aiming for impactful market presence.
About the author
Connect with Cath
Cath is Head of Strategy at MPA. A seasoned professional in marketing and media, Cath has worked across multiple Agencies and Clients from multinationals to start-ups