Question 1

Is traditional radio still a viable advertising medium compared to digital alternatives?

Accepted Answer

Terrestrial radio remains the dominant advertising platform with a market value of $1.1 billion, dwarfing the $60 million internet radio segment. It maintains a massive 95% weekly reach across the Australian population, confirming its status as a primary mass-market channel.

Question 2

How dominant is radio during peak consumption periods like breakfast?

Accepted Answer

Radio is the leading breakfast medium in Australia, capturing a 28.1% audience share. This performance significantly outpaces both television and internet usage during the morning peak.

Question 3

What is the current scale and engagement level of digital radio (DAB+)?

Accepted Answer

Digital radio has established a significant footprint with 2.8 million listeners across major capital cities. Engagement is high, with these users spending an average of 9 hours and 33 minutes listening via DAB+ platforms weekly.

Question 4

How quickly is the shift toward online streaming occurring?

Accepted Answer

The online streaming audience has nearly doubled since 2009, now reaching 1.6 million people or 8.1% of the population aged 14 and over. Market entrants like Spotify are accelerating this shift, currently adding 60,000 new Australian users per week.

Tuning the dial – Radio Survey 5

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