As the world entered the 20th century it witnessed the birth of wireless transmission and the invention of the household radio.
Radio has since moved beyond the four walls of the family home; into the car and workplace and with the huge variety of mobile devices available today, radio can travel anywhere with the listener.
Radio continues to keep pace with the latest technology with most commercial radio stations broadcasting live online ad on digital radio. Digital radio launched in 2009 and listening has grown at a steady pace with one million people listening every week. Read more at digitalradioplus.com.au.
Who are Commercial Radio Listeners?
Of all commercial radio listeners:
- 36% did volunteer work in the last 12 months.
- 49% exercise regularly.
- 51% agree that success is important to them.
- 85% use the internet to plan a holiday.
- 51% like to try new foods.
- 16% do work on their car themselves.
- 65% shop for bargains or specials.
- 58% own a games console.
- 70% participate in sports.
- 71% have made a purchase over the internet in the past 6 months.
Source: Nielsen Panorama, Consumer & Media View, Survey 6, 2011.
Radios connection with the listener make it the ideal advertising medium. Each stations' listeners are different and this gives advertisers the ability to target their campaigns effectively via a medium that provokes response.
Commercial Radio Australia undertook two research projects to underpin the 2011 Industry Brand Campaigns. The first, carried out by Neuro Insights found that Radio was 32% more engaging than the global media average. The second, carried out by The Hoop Group found that 64% of people take action as a result of hearing an ad on radio. For more on these projects and other research, click here.
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