Finalists announced for best radio ad of the year           Entries open for Radio Awards to be held in Melbourne           M&Ms Xmas campaign wins Sirens round 5           First radio ratings survey results for 2014 released today           Gold Standard software providers fully accredited           Final chance to enter best radio ad of the year in Siren Awards           $2 million of commercial radio support begins for First Break winner ILUKA           Interim fee not enough - record companies take radio back to Tribunal           Regional commercial radio stations put listeners first           Local regional radio stations switch off simulcasts and metros on notice           Australians continue love affair with radio in the car           Regional radio survey provider panel announced           Sydney indie band Castlecomer wins "First Break"           2014 Survey Dates           Marketforce and Internode team up again to win fourth round of 2014 Sirens           Radio industry looks to a smooth transition in 2014           Digital radio reception to improve in major cities           Radio industry announces Stage 1 Gold Standard software providers           Digital radio listening at an all time high           Re-elected CRA Board calls for less regulation           Ground-breaking new research demonstrates radio effectiveness          

  Digital Radio Plus Australian Commercial Radio Awards Siren Awards  
  First Break National Radio Conference    



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Commercial Radio Australia Limited 2014



As a broadcast medium, radio can be accessed anywhere, anytime by anybody. It's up to the minute, up to date and up to you. Without research, the industry would have little idea as to the extent of radio consumption.

Radio uses research primarily to: provide relevant information to advertisers and their agencies so that they, like all product or service users, are able to ascertain exactly what they get for their money; determine the extent, time and place of radio listening by all target audiences and; assess the patterns of listening so station's can improve the product for their listeners.

Strengths of Radio:

* Radio reaches virtually everyone in many environments – at home, in the office, car or even while surfing the Internet.  No matter where people are, radio is there.

* Radio cuts through – it is the medium that people spend most time with through out the day, providing ample opportunity for a message to reach its audience.  People carry out a wide range of activities while simultaneously listening to the radio.

* An anywhere, anytime medium – given radio’s portability, advertisers have the opportunity to reach people on the go, giving them an edge over competitors.  The accessibility of radio enables listening to occur in places that other media may have difficulty reaching, for example you shouldn’t read a newspaper or magazine whilst driving, or watch the television in the shower!

* Targeting – radio allows messages to be tailored and localised to each audience.  Advertisers can target their message to specific demographics and communities, geographic areas, and around events and genres in a market; therefore reducing wasted advertising messages.

* Pulse of the community – people listen to the radio to find out what is happening in their community such as special events, news, traffic updates, weather reports, sport, entertainment etc.  It’s more local than global….the traffic is jammed or the bridge is closed.

* Consistent all year round – radio does not have a noticeable summer audience decline.

* Influential – influences consumers closest to the time of purchase.  Radio is the medium to build top-of-mind awareness.

* Cost Effective – radio offers reach, frequency, impact and economical advertising solutions for advertisers in media value and production solutions.

* Flexibility – urgent, immediate and flexible – radio commercials can be created quickly without the production and delays of other media.  Copy can be produced and revised at short notice.

* Strong call-to-action – radio commercials can be selectively scheduled by day-part and weekday, enabling messages to be delivered close to purchase.  Listeners can act on an advertisers message and participate in station competitions.

* A competitive medium – the growth of national talk and music station networks and growth in off-air promotions has made radio more attractive to national advertisers, and more competitive with national media.  Radio can localise a national or even global issue.





Commercial Radio Australia Limited | ACN 059 731 467 | ABN 52 059 731 467

Commercial Radio Australia Ltd, Level 5, 88 Foveaux Street, Surry Hills NSW 2010 Australia
Phone: (02) 9281 6577 Fax: (02) 9281 6599 Email: