New direction for CRA as digital audio hits all time high

CRA Chief Executive Officer Ford Ennals has announced a renewed strategic direction for the peak radio industry body, with a greater emphasis on the booming digital audio market along with supporting its members to grow commercial radio advertising revenue.

“We are experiencing strong growth in digital audio so it’s timely for CRA to have a stronger focus on identifying new commercial revenue opportunities across the broader audio markets for our members,” Mr Ennals says.

As part of the audio strategy, CRA has a refreshed brand and a new website which was launched at a CRA Board meeting in Sydney this week, attended by Federal Communications Minister Michelle Rowland.

Mr Ennals says CRA has redefined its identity from Commercial Radio Australia to Commercial Radio & Audio but will continue to use the abbreviation CRA.

In its consumer and industry communications and messaging, CRA has introduced a new strapline “Audio Unlimited”, along with the refreshed brand using contemporary and vibrant colours.

The Infinite Dial Australia study released by CRA last month revealed that nearly 15.6 million Australians, or 71% of the population aged 12+, listen to online audio weekly up from 46% six years ago. Radio continued to be the most popular form of audio – 80% of Australians listened to radio via AM, FM, DAB+, live streaming or catch-up podcasts over the last week.

Mr Ennals says the digital audio market is one of the fastest growing media markets offering unique opportunities for advertisers. CRA will support media agencies and members with new market and listener research alongside bespoke audio events to provide media agencies with richer data and insights to make the case for the importance of buying commercial radio and audio.

The Audio Planning Tool in partnership with Nielsen is the first of the new data insights now available to advertisers on CRA’s new-look website.

Mr Ennals says the new Audio Planning tool – powered by Nielsen’s Consumer and Media View – demonstrates that commercial radio, radio streaming and podcasts are the most effective and affordable way of reaching valuable and hard to reach audiences.

“CRA is pleased to partner with Nielsen to provide the Audio Planning Tool which measures the incremental reach of commercial radio, radio streaming, podcasting and on demand music streaming in an easy-to-use online planner. This is available free of charge and will give invaluable data to advertisers and promote the effectiveness of buying radio and audio.”

More on the podcast strategies of leading Aussie companies here.