Commercial Radio & Audio (CRA) unveiled its industry roadmap at HEARD, 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 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 CEO Lizzie Young said: “Our announcements today demonstrate the entire industry’s commitment to delivering best-in-class solutions for our customers. We have been busy building a future focused on what our customers need, making it easier for brands to access the unique opportunity audio delivers.
“We outperform many other channels at every stage of the purchase funnel and on an ROI basis return two dollars for every one spent. Audio is an incredibly versatile channel that delivers scale, is multi-platform, integrated, efficient and effective - enabling brands to connect rationally with the head; emotionally with the heart; and drive action. It really is more powerful than you think.”
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:
CRA CEO Lizzie Young said: “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.”
Guzman y Gomez: Proof audio drives behaviour
At Guzman y Gomez (GYG), their proof-over-opinion approach is already paying off. Audio works for the challenger brand turned household name because it drives behaviour, not just awareness.
Speaking at HEARD, Lara Thom, Global CMO of Guzman y Gomez, named Australia'snumber one Chief Marketing Officer at the 2025 CMO Awards, shared audio is a key ingredient in the brand’s growth strategy.
Every brief starts with 'sound on,' and they operate a test-and-learn environment. GYG once turned radio off; the impact on key metrics was immediate. They turned it back on just as fast.
CRA drives the Power of Audio
Other key takeouts, industry improvements and marketer-focused insights include:
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.
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