The latest ads in CRA’s relentless series to attract advertisers to the medium highlights latest figures from The Nielsen Company revealing that commercial radio can reach over 16 million Australians in an average week[1].

The ads, called “Australia’s Listening”, feature everyday Australians including a teenager, busy professional, tradesperson, mother and banker all being interviewed by “That Radio Bloke” (Mark Mitchell) in a humorous way about why and how they listen to radio.

Click here to hear.

Chief executive officer of Commercial Radio Australia, Joan Warner said the campaign aims to highlight radio’s very strong reach, its accessibility and its cost-effectiveness.

“Radio can now be accessed on analogue radio, digital radio, via the web, on mobile phones, via podcasts – more than ever before. Busy, mobile Australians are particularly strong radio listeners because of its accessibility while they are on the go – at work, driving, relaxing at home or using the internet,” Ms Warner said.

The ads were written by the award winning radio specialist agency, Eardrum.

Creative director of Eardrum, Ralph van Dijk said: “Commercial radio delivers huge audiences and by featuring different listeners talking about their particular station, we also remind advertisers of how targeted it is. 

“Marketing budgets are under increased scrutiny so it’s important that the campaign reiterates radio’s unique strengths. The campaign line ‘Australia’s Listening’ also reminds advertisers that radio’s audience is actively engaged in the content,” Mr van Dijk said.

[1] Cume figs from Nielsen Radio Ratings five metro markets Survey 3, 2010 plus surveys 1, 2010 of Newcastle, Gold Coast, Canberra and survey 1, 2009, Wollongong , all people, age 10+