CRA Audio Annual 2026
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HEARD 2026 - CRA Audio Annual 2026
Commercial Radio & Audio (CRA) has unveiled its ambitious industry roadmap at HEARD 2026, with Australia's commercial audio networks uniting to deliver what agencies and advertisers have asked for: frictionless access to audio's growing reach and proven effectiveness.
The event brought together 1,000 people from across the industry including clients, agencies network executives, some of Australia’s most iconic voices with special guests Professor Mark Ritson and Lara Thom, Chief Marketing Officer, Guzman y Gomez.
The new roadmap enhances the unique power of audio to be the campaign catalyst for brand growth, and the industry’s mission to make it easier to buy.
CRA Audio ID: Phase two
The industry's unified digital audio identifier CRA Audio ID, delivering streamlined access to 14.7 million monthly listeners1 across all major member networks launched via Google's Display & Video 360 in November and is now ready for clients to activate. The next phases of the roadmap include:
- Demographic and location targeting powered by Australian-based consumer intelligence provider HYP coming soon.
- High-value audience segments and interoperability are being explored.
- The long-term ambition is the development of a unified audio exchange - one place to access all CRA member commercial streaming and podcast inventory, with consistent products, measurement and real-time activation.
CRA drives the Power of Audio
Other key takeouts included, industry improvements and marketer-focused insights:
- Local, trust and safety: 100% Australian owned and operated, and subject to rigorous regulation, the new CRA Commercial Radio Code includes additional obligations for AI transparency and a special care provision strengthening the brand-safe environment and supporting the position as the most trusted media channel for brands.
- The original influencers: New research from Fabulate reveals audio talent generate more than 33 million social views on TikTok and Instagram weekly2 - a voice audiences trust at breakfast becomes a voice they follow, engage with, and act on - a great opportunity for brands to drive more value simply by integrating audio talent into social strategies.
- New attribution: Veritonic and Veritone are now enabling brands to track real-world engagement and impact of their audio advertising.
- New dynamic creative optimisation: adapts brand messages to context using dynamic signals to deliver different creative for listeners in different environments.
Why it matters - Audio’s untapped potential for brands
Commercial radio reaches 12.4 million Australians weekly in metro with audience stability maintained for over four years.3 Regional commercial radio reaches 5 million weekly listeners. Podcasting is now mainstream: 52% of Australians consume podcasts monthly4, and CRA's Podcast Annual 2025 confirms listening is up 6.8% year-on-year, with more than half now tuning in several times a week.5 Amid growing and stable audiences, industry revenue declined 2.6% in calendar year 2025 to $1.13 billion6 - a gap CRA's new roadmap is designed to close.
CRA CEO Lizzie Young praised the cross-collaboration: “When you see some of the greatest digital talent Australia has on stage together talking about their desire to make the industry better for their customers, it’s pretty amazing. The sheer level of customer focus and technical expertise this has taken from all our members is incredible and the genuinely meaningful audience opportunity for brands is clear.”
