Advertising agencies and clients reunited in person with radio leaders and personalities in the first CRA conference for three years.
The post covid event in Sydney began with a lunch and is now featuring industry leaders and personalities in a fast packed afternoon agenda.
The theme is ‘Audio Unlimited’ and the day is being hosted by Nova’s Joel Creasey (main picture).
An opening briefing on ‘The State of Audio’ from CRA CEO Ford Ennals told delegates:
“Live linear radio is a much loved curated medium that offers personality and music, not generated by an algorithm…
“Part of what makes Australian Radio some of the best in the world is the talent and the strength of the content… Radio has reached a record audience. Australian radio has invested and innovated in the audio market… PWC predicts radio revenue will grow by up to $500 million in coming years.”
“People say young people don’t listen to radio, that’s demonstrably wrong,” said Chief Commercial Officer Jo Dick, highlighting the audience trends that demonstrate young people are listening to live linear radio.
In a later session, GfK’s Morton Boyer and Deb Hishon told 3AW’s Russell Howcroft that audience measurement is now 80% digital, with only 20% being the older paper diary method.
The company’s people meter watch and the measurement methodology for it is world leading in the way it is being used here in Australia. The watch will be launched to the market next year… The technology will also provide Australian Radio with new ways of measuring other audio such as podcasts.
When the new system launches in March next year advertisers will be able to more closely target linear broadcast listeners, or streamers, or both. “Understanding the platform of listening will be a key feature for advertisers.”
