Commercial Radio Australia is prepping an ad campaign to raise awareness of digital radio and get more listeners tuning in.
The outdoor and radio campaign will run from this week with radio spots, produced by Eardrum, themed around Father’s Day. The campaign comes as the CRA reveals the latest audience data for digital radio.
Audiences have reached record levels with 21.8% (2.8 million people) in metro areas listening to DAB+ radio each week.
More people listen to digital stations via DAB+ devices than online radio, the CRA claims.
Cars with in built digital radio are pushing uptake. Nearly 100,000 new vehicles have been sold with DAB+ digital radio this year and 16 auto brands offer digital radio as an option or as standard – double from a year ago. Globally, 26 car manufactures offer DAB radio.
More than 1.8 million digital radio devices have been bought in Australia and household penetration is tracking ahead of forecasts by PwC at 23.3%.
Commercial Radio Australia chief executive officer, Joan Warner, said: “Five years on Australians are embracing digital radio. Listening to live, local radio in the car is important to our listeners and the number of vehicles sold with a DAB+ digital radio is an outstanding result, showing great support from the automotive industry in Australia.”
CRA is also in talks with Federal Government to roll out digital radio to regional Australia.
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