Study: Regional radio a key influencer on travel plans

Staff Writer

A recent report by Commercial Radio Australia shows that 45% of respondents feel more positive about travel products or services when hearing about it from their favourite radio personalities.

The report is the seventh in the series of Finding Consumer Trend reports undertaken by CRA, providing insights into the trends of regional radio listeners.

“Australians love to travel and the insights into the views of radio listeners on their preferences, gives stations and advertisers a better understanding of what is relevant for the audience,” said CRA chief Joan Warner.

Of the 2,300 survey respondents, one in three travel intenders are influenced by radio advertising, while 34% plan to spend more on travel during 2017 than they have previously.

From these results, radio networks can use the data to learn what’s important to audiences, helping them to create focused and effective marketing campaigns.

Previous survey categories conducted for regional radio listeners include insurance providers, grocery buyers, holiday gift giving and home improvements.

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