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ByMediaweek Posted on April 14, 2020
72% of Australians are listening to the same amount of radio or more
Close to 3 in 4 Australians who are 18+ are listening to radio the same amount or more during the COVID-19 pandemic, according to audience listening figures compiled by GfK and released today by Commercial Radio Australia.
23% of Australians 18+ are now listening to more radio, with the greatest increases in listening seen in younger audiences. Of people aged 18-34, 29% have increased their radio listening, as have 27% of people 35-44. This is compared to 20% of people aged 45-54, 15% of people aged 55-64 and 16% of people 65+.
72% of listeners agree that they trust radio to give them up-to-date information about COVID-19, with 68% stating that they see radio as a good source of information about COVID-19.
63% of listeners said that they trust the information they receive from their favourite radio presenters.
A third of radio listeners (33%) are now listening to more radio at home, while listening at work remains stable. While 23% of people say they have decreased their
in-car listening, 18% in fact report listening to more than before, as social distancing requirements reduce travel via public transport.
People listening to more radio via their respective devices include 52% of smart-speaker listeners, 32% of AM/FM listeners and 27% of DAB+ radio listeners.
Also, Over 1 in 10 Australians are listening to more podcasts during the COVID-19 crisis. With the news and politics category accounting for 32% of podcast listeners, with comedy not far behind at 31%.
POSTED 20 April 2020 ad news
Radio listening is up, despite nation-wide restrictions taking out the sector’s main channel of in-vehicle listening.
People are tuning in on average for around 1 hour and 46 minutes longer per week compared to the weeks prior to lockdown, according to new figures by GfK, releaed by Commercial Radio Australia (CRA). The figures look at a three-week period before government restrictions compared to a three-week period during restrictions.
The increase in listening comes despite commutes, which have been cancelled as people stay at home, previously being the main way people listen to radio, at 64.2% according to figures released by CRA in January.
Now, nearly 1.4 million Australians are listening to radio at home during lockdown, with time spent listening to radio at home up by more than four hours each week, accounting for a 61% share of listening, up from 43% pre-lockdown.
“There is no doubt that radio is reaching Australian audiences during the COVID-19 pandemic,” says CRA boss Joan Warner.
“While their place of listening to radio may have changed during this crisis, audiences remain loyal and are seeking out familiar and trusted voices on radio to give them the latest live and local news and provide them with entertainment no matter the time of day.”
Breakfast and drive-time slots are still attracting audiences, with increases of 10 minutes and 12 minutes respectively for the 5.30-9.30am weekday and 4-7pm weekday slots.
Meanwhile, time spent listening between 9am-4pm has jumped by just over an hour compared to the same period before restrictions, while time spent listening from 9am-4pm Sat-Sun has increased by over 35 minutes within the same three-week to three-week comparison.
While share of listening at work dropped to 15% during lockdown restrictions, compared to 19%
before restrictions, the amount of time spent listening by those at work has gone up by over one hour. And while share of listening in the car has seen a 13% decline, the increase in people listening at home has exceeded the decrease in share of listening in both of those areas.
Why use radio?
Radio is accessible.
Web based radio can reach users on mobile phones,
via in-car i-Fi, or those using internet radio technology in
Radio is cost effective.
Radio is everywhere.
Free to air AM, FM and digital broadcast • Live streaming • Podcasting
• iPhone and smart phone applications • iPods and MP3 players
• Social media channels • Digital radio
The Advantages of Radio Broadcasting Over the Internet
Low Running costs: Running an online radio station is a cost effective way of
broadcasting making Central Coast Radio.com incredibly affordable. This is one of
the key advantages of radio broadcasting over the internet. As Central Coast Radio does not require a lot of personnel; and our radio station relies on it's passionate
volunteers who dedicate and contribute their time, we are able to pass on these savings to our listeners and most importantly the growth of the station to ensure we
deliver high performance and professional programming ensuring quality listening
Central Coast Radio absorbs recurring costs including leasing of premises, internet
costs, royalties for commercial music, licensing and insurances, volunteer training,
presenter training, website design, development and social and media marketing.
The proliferation of smartphones has also contributed to the growth of internet radio. Currently, there are 2.71 billion smartphone users in the world.
Car manufacturers are equipping their new models with infotainment systems that support Apple CarPlay and Android Auto. These apps allow drivers to connect their phones and access online radio apps such as our station apps which you can download from Google Play, Apple App Store and Chrome web store for your chrome extension.
Access to an international audience:
Internet radio knows no geographical bounds. In turn, our radio broadcasters can amass a global audience. Someone can listen to UK radio stations while in AUD., or the USA, or tune in to Asian radio stations from Africa. Best of all is that now SPONSORS' messages are delivered Australia wide from the remotest inland rural outback locations all the way to the coast. From Alice Springs to Cairns, to Adelaide to Tasmania to Perth- to Sydney, to Melbourne, to Gold Coast, Port Macquarie, Newcastle and to the Central Coast - yep you've got it AUSTRALIA WIDE.
Research by McNair Ingenuity Research on behalf of the CBAA shows in non-metropolitan areas, such as the Central Coast, 30% of people listen to community radio. That’s 30% of 333,119 or 99,936 people.
FAVORITE ASKED QUESTIONS
“How many ads must I run? How many week/months must my advertising schedule continue?”
We come up against these questions on a daily basis. Especially now, as our clients are thinking more short-term and are concentrating on budgets, being able to answer these questions is paramount. Central Coast Radio.com wants to create campaigns for our sponsors that will produce results, that will help them to regain and increase revenue.
At Central Coast Radio we concern ourselves mostly with schedules. Repetition sells!
The recipe for successful radio advertising is
1. enough repetition weekly to reach a minimum exposure threshold of three,
2. long enough (a minimum of 20 ads) and
3. a relevant message. When all of the elements are in place, radio campaigns will move our clients forward.
Our goal: To hear, “My radio advertising is working great!”
The first time people hear a given ad, they don’t even hear it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve heard it somewhere before.
The fifth time, they actually listen to the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, “Here’s that confounded ad again.”
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects hear the ad, they buy what it is offering.
How often should you advertise on the radio?
Radio ads typically run in 15-, 30-, and 60-second increments. Even a very short ad can be very effective. For best results, run your ads during the same time slot every day, and multiple times per day and week so that your target listeners hear them over and over.
Are radio ads cost effective?
Radio provides one of the most cost-effective types of advertising. When two TV ads were run in comparison to one TV ad alongside two radio commercials, the second option boosted consumer interest by 6%, at a 15% cheaper cost. This makes radio 20% more cost-effective than TV.
19 May 2021
How much is a 30 second radio ad?
The average radio ad is 30 seconds long, but it's possible to buy 15 second ads, 60 second ads or even 90 second ads. For smaller markets, you can expect to spend about $900 a week for a typical 30 second ad schedule and $8,000 a week in larger markets such as Sydney and Melbourne.
What is the average ROI on radio advertising?
Looking back to the comprehensive advertising study by Colmar Brunton in 2015, radio advertising alone delivered an average return on investment (ROI) greater than 17%, outperforming web and TV by 3% and 4% respectively.17 Nov 2021
How many radio spots should I buy?
Generally, a special event schedule should be at least thirteen spots per day, 6am – 7pm,* for at least five days prior to the event. *If you have the available budget, add a spot an hour during the evening and overnight hours for a total of 24 spots per day per station.
FAVORITE ASKED QUESTIONS
How many times should I advertise?
Frequency can be a tough aspect of advertising to figure out. The Radio Advertising Bureau recommends a frequency of 3 to maximize impact while avoiding commercial wearout, which is to say, a potential customer needs to hear your ad 3 times per week in order for your commercial to influence them without annoying them.
How much is it for a radio ad?
between $200 and $5,000 per week
While station and market affect the cost, radio advertising often falls between $200 and $5,000 per week. Cost will be affected by length of advertisement, time, location, and station.21 Feb 2020