New analysis of the Advertising Council Australia's (ACA) Effectiveness Database (2018–2025), presented today at Commercial Radio & Audio's (CRA) HEARD 2026, reveals advertisers can unlock 33% more effectiveness with regional audio. Delivering stronger results for customer acquisition and retention, across short and long-term business metrics.
CRA CEO Lizzie Young said: “Regional Australia represents 9.9 million Australians - more than a third of the country's population (37%), with five million tuning in to commercial radio weekly. These audiences are highly receptive, yet regional receives just 18% of media spend. Leaving a 19-point gap between where Australians live and where brands invest. That's an opportunity for growth left on the table. Regional audio is more powerful than you think and the opportunity for brands to be heard is clear."
Sources:
- 33% effectiveness uplift: Advertising Council Australia's (ACA) Effectiveness Database (2018–2025)
- Population and migration data: Regional Movers Index June 2025
- Edison Australia Infinite Dial 2025, Regional Australia, Commercial Radio P10+ (ABS Population 2024)
- Media spend gap: Boomtown CMO Roundtable 2024
ABOUT THE DATA
The analysis draws from the Advertising Council of Australia's Effectiveness Database, comprising all Effie Award entries from 2018 to 2025. These represent the pinnacle of advertising effectiveness in Australia, making it the gold-standard dataset for understanding which channel combinations drive business outcomes.
ABOUT HEARD 2026
HEARD is CRA's annual audio advertising showcase. Held at ICC Sydney on 18 February 2026, the event brings together Australia's leading marketing decision-makers, media agency strategists, and brand leaders for peer learning, data-driven insights on the future of audio advertising.