Ad campaigns with regional audio are 33% more effective: HEARD Conference

With nearly 10 million Australians living in regional areas, advertising campaigns that target regional audiences can reach more people and sell more products.

New analysis of the Advertising Council Australia‘s Effectiveness Database (2018–2025), presented today at the HEARD conference, reveals advertisers can unlock 33% more effectiveness with regional audio.

It found adding regional audio to a campaign will deliver stronger results for customer acquisition and retention, across short and long-term business metrics.

CRA CEO Lizzie Young (main photo) said:

“Regional Australia represents 9.9 million Australians – 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, leaving 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.”