CRA launches commercial audio tool using Infinite Dial 2020 data

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The 2020 Infinite Dial study has explored Spotify listening habits in addition to free-to-air commercial radio listening for the first time, with Edison Research publishing the latest results of the study.

Using the latest data from the tool, PodcastOne, Triton Digital and Commercial Radio Australia have developed a new interactive, online tool for media buyers. The tool allows users to accurately compare the reach of commercial radio and Spotify free by age, gender and location, whilst also looking at any overlap in audiences.

Commercial Radio Australia hopes the new took will help media buyers to make informed decisions about where to direct budget based on a campaign’s target demographic.

The 2020 Infinite Dial Study found that commercial radio continues to deliver superior reach as a free service compared with to Spotify, with 57% of Australians turning in compared with 13% listening to Spotify’s free service.

That’s 14.5 million Aussies aged 14+ who listen to commercial radio each week, 11.2 million more than Spotify.

In addition, 59% of Spotify’s free listeners also listen to commercial radio each week, while advertisers who use Spotify are only tapping into 14% of commercial radio’s mass audience.

The Infinite Dial Study also found that commercial radio is more likely to reach key purchasing demographics, being 32% more likely than Spotify free listeners to fall in the key household purchasing demo of 35-44 year olds.

Commercial radio listeners are also 9% more likely than Spotify free listeners to be degree qualified, and 13% more likely to be employed on a full-time basis, making them more likely to have access to a larger disposable income.

The full 2020 Infinite Dial Report is available to view now.

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