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HEARD 2026 - Effie's Data Reveals Audio Delivers a 33% Effectiveness Advantage in Regional Markets

Regional Australia represents 9.9 million Australians - that's 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. 

At HEARD 2026, ACE Radio's breakfast show hosts, Gabi and Dan, unpacked new analysis from the Advertising Council Australia's (ACA) Effectiveness Database.

The findings - advertisers can unlock 33% more effectiveness with regional audio. Delivering stronger results for customer acquisition and retention, across short and long-term business metrics.

Lizzie Young, CEO of CRA, said: "[There is] 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.”