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Sound stats

0m
Weekly Metro Listeners
0x
more listening to commercial radio than free music streaming services like Spotify
0m
monthly podcast listeners
Savvy marketers are tuned in to the impact of audio advertising

AUDIO ADVOCATES

  • “We know small business owners are busy, time poor and on-the-go, so radio is a great avenue to reach them when they're going about their normal day-to-day business. Additionally, business owners are such a broad audience that we like to use multiple channels to reach them.”
    Lucy Gribble
    ANZ Head of Marketing (Commercial & Private Bank)
  • “For the best bang-for-buck, marketers should consider radio as an integral part of the channel mix – and an 11% investment can double your campaign’s impact.”
    Mark Ritson
    Brand Consultant and Marketing Professor
  • “We use radio to speak to consumers at the most appropriate time of day – ‘gin o’clock’. It was about owning the occasion, so radio was a natural channel to pick for us. It was important to us to use audio that captured our unique tone of voice and conveyed the feeling of refreshment.”
    Nathan James
    Marketing Manager, Hendrick’s Gin
  • “Radio played a pivotal role in elevating our brand message across channels. Historically, we’ve used radio for value messages but using it for brand has not only supported our campaign goals but also strengthened our market presence.”
    Sam Byrne
    Senior Integrated Media Manager - Dan Murphy’s
  • “Radio allows us to communicate the joy and authenticity of our brand in a way that deeply resonates with audiences. In a crowded media landscape, radio’s personal touch helps us stay top of mind and effectively engage our audience.”
    Lizzie Manger
    Senior Brand Manager ANZ, The a2 Milk Company
  • “The most impressive aspect was, not only did radio’s performance improve, but the change to [brand-ads on] radio made other media channels work better as well, driving a better total performance.”
    Paul Sinkinson
    Managing Director, Analytic Partners
  • “We often forget about the simple power of radio and audio.”
    Adam Ferrier
    Consumer psychologist & Founder of THINKERBELL
  • "Brands use radio not just to be heard, but to stand out. By leveraging consistent sonic branding, they’re creating experiences that stick with listeners far beyond the broadcast."
    Ralph van Dijk
    Founding Creative Director at Eardrum
  • “Radio gives us the ability to speak directly to listeners in a personal, authentic way, and that connection has kept our audience engaged, throughout the years of our campaign.”
    Jonathan Kerr
    Chief Growth Officer - Growth Ops, Budget Direct
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AUDIO TRENDS & TOOLS

AUSTRALIAN'S APPETITE FOR AUDIO IS AT ITS HIGHEST IN 20 YEARS, OFFERING BRANDS A SOUND INVESTMENT IN REACHING ENGAGED AUDIENCES.

Australia adores audio

Listens to Total Radio (Broadcast + Streaming) 81%
LISTENs TO A PODCAST 48%
Listens to Online / Live-streamed Radio 27%
Listens to Ad-supported Spotify 16%
Source: The Infinite Dial 2024. % LISTENED TO AUDIO SOURCE IN THE LAST WEEK. PODCASTING = IN LAST MONTH. BASE: AUSTRALIAN POPULATION 12+. Spotify listening within their music service.
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EVENTS & AWARDS

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SOURCE - Sounds Stats: Weekly Listeners: GfK 360 Radio Ratings. SMBAP S1-8 2024 | Commercial Radio vs free music Streaming: GfK Australian Share of Audio 2022, Metro, P10+, share of listening (%), Mon-Sun 12mn-12mn. Commercial radio has been calculated by adjusting live AU radio taking into account the proportion of listening done to ABC stations. 5X more listening ppl 25-54 | Monthly podcast listening: Edison Research, The Infinite Dial 2024, Australians 10+