CRA makes three big announcements to kick off Radio Alive 2017

Staff Writer

Radio’s annual conference has begun with a bang, with the launch of its new Radio Alive campaign, as well as announcing and extension of GfK’s contract and the results of the second comprehensive study of Australian audio consumption.

CEO of ARN and chair of Commercial Radio Australia’s brand committee Rob Atkinson took to the stage to launch the fresh Radio Alive campaign, which highlights the power of its on-air stars and its growing reach across digital, mobile and social media platforms.

With the investment totalling $21 million, the first phase of the campaign includes a new brand identity, radio advertising that will air across 260 metropolitan and regional radio stations, print ads, online banners, trade marketing, station and media agency presentations and – most importantly – a new website that will act as a hub for all materials, including research, ratings data and planning tools related to radio advertising.

“Radio Alive is a whole of industry rebrand and investment in the future – we want advertisers to take a fresh look at how radio can help bring their brands to life,” chief executive officer of industry body Commercial Radio Australia Joan Warner said.

“The new brand is vibrant and compelling and sets the tone for the campaign message that radio is current, relevant and drives responses,” Atkinson added.

“The first phase of the campaign brings together our on-air personalities, because they are real people with real experiences. The trust, authenticity and engagement that our personalities offer listeners and advertisers is what sets radio apart from almost every other medium.”

Also announced was a five-year extension of the radio audience measurement contract with international research company GfK – the team inn charge of compiling radio survey results.

CRA boss Joan Warner announced the contract extension includes a new multi-million-dollar Measurement Innovation Program to explore the potential for a hybrid future for radio measurement between traditional broadcasting methods and those listening to radio content via streaming.

”Radio listening is ubiquitous. It takes place across place, time and now platform. Our objective is for Australia to develop a world’s first radio audience measurement system that uses an enviable suite of tools to provide an holistic view of Australian radio listening,” Warner explained.

Finally, the results of the second “Share of Audio” study conducted by GfK were revealed.

The comprehensive study of Australian audio consumption saw radio strengthened its position as Australia’s favourite and most listened to form of audio entertainment, with time spent listening on mobile devices increasing over the past year.

Radio’s share of listening increased from 65.3% to 64.9% year-on-year, driven by an increase in listening to radio via mobile streaming apps.

You can read about more of the study’s results here.

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