Lizzie Young .
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Lizzie Young, CEO, Commercial Radio & Audio (CRA)
As we wrap up 2024, audio in Australia is thriving. The latest GfK Metropolitan Survey shows that 12.3 million Australians are tuning in to commercial radio weekly, with market share at a decade-high of 75%. For regional markets, total radio listenership has reached 6.6 million according to Edison’s Infinite Dial 2024. Additionally, the Triton Podcast Ranker indicates average weekly podcast listenership has reached 6 million, a 15% increase compared to the same period last year, highlighting audio is expanding its reach by serving personalised on-demand content.
Entering 2025 audio’s role will continue to strengthen. In a fragmented, digital-first world, the combination of live streaming and on demand podcasting delivers an audio experience that is ubiquitous, authentic and engaging. This offers brands an unrivalled opportunity to connect with consumers. For brands aiming to leave a lasting impression—to be heard and understood—audio is the medium of choice. Here, messages resonate, stories endure, and brands become woven into the very fabric of listeners’ lives, in ways that are both memorable and meaningful.
In an era where trust in media is increasingly questioned, commercial radio remains a reliable, local voice. Radio has become a pervasive part of Australian life, serving as a go-to source for entertainment, news, and community connection. Economically, the impact speaks volumes too: commercial radio contributes over $1 billion to Australia’s GDP, with $320 million of that coming from regional areas alone1. For radio broadcasters, this trust is built on thousands of shared moments with listeners, creating an authenticity that’s difficult to replicate. Meanwhile, podcasting has carved out its own niche, offering highly targeted, on-demand content that appeals to specific listener interests.
At Commercial Radio & Audio (CRA), we’re seeing that audio’s ability to connect reaches beyond community – it’s driving real results for brands. For advertisers, audio’s ability to reach all demographics and drive authentic engagement, delivers a platform that is unique – unlike anything else in the media landscape. In 2024, commercial radio gained traction with younger listeners, as notably nearly half (49.9%) of commercial radio’s audience is now under 402. This blend of broad appeal and targeted messaging has proven invaluable in a competitive media landscape.
But audio’s impact isn’t just about numbers; it’s also about creating lasting connections. Radio delivers mass reach, yes, but it also offers a unique space for brands to engage listeners in a personalised, memorable way.
Technology continues to amplify audio’s reach. Through smart speakers, mobile devices, and connected cars, audio is an ever-present companion, letting listeners tune in wherever they are. CRA’s ongoing advocacy for prominence and free access to digital audio demonstrates the importance of Australians having continued access to trusted, local voices across digital platforms.
Advancements in audio measurement systems, like the introduction of Radio360, are transforming how advertisers and audiences connect. By capturing real-time data and audience engagement trends, these tools empower brands to tailor messages more precisely, benefitting both advertisers and audiences alike with content that resonates.
Audio is more than just another channel; it’s at the centre of a cohesive, omnichannel strategy. Shifting from price-led messages to brand-driven storytelling is where audio’s true potential shines. Brands like McDonald’s Australia and Dan Murphy’s are embracing this evolution.
For example, McDonald’s recent “Surprize Fries” promotion leveraged brand-focused messaging to boost return on investment (ROI) by 13%. By aligning sonic assets across radio, TV, social media and online video, McDonald’s achieved seamless cross-platform synergy. Dan Murphy’s “Nobody Beats Dan Murphy’s” campaign similarly used radio to drive brand impact, resulting in an 18% boost in TV effectiveness and a 19% improvement in Out-of-Home (OOH) impact.
These results leave no doubt: audio doesn’t just amplify outcomes, it drives them. Interestingly, our study with the ACA Effectiveness database revealed another compelling insight. By allocating just 11% of media spend to radio, brands unlock the potential to double the campaign’s effectiveness. When radio takes the lead, supported by other media and a unified, brand-led message, it creates powerful cohesive touchpoints that command attention, deepen engagement and deliver unmatched reach.
Looking ahead, the industry is poised to harness new technologies, enrich audience insights, and drive even greater brand impact. In 2025 and beyond, we’ll continue to evolve the audio experience, ensuring Australian radio remains a trusted and integral part of everyday life. For brands, the path forward is clear: audio’s role in fostering authentic connections and driving growth is set to expand. Now is the time to make audio a cornerstone of your strategy, engage your audience more meaningfully, and build connections that last. The future is calling, and the answer to being heard is audio.
1Deloitte Connecting Communities: The Economic and Social contribution of commercial radio and audio in Australia (August 2023)
2GfK 360 Radio Ratings, SMBAP S7 2024, All people 10+, Mon-Sun 12mn-12mn, Cume (000’s).
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