Commercial radio stations in metropolitan Australia are eyeing the next development of digital radio with plans to build on sales capabilities for DAB+ only stations.
In order to make monetising the stations easier, Commercial Radio Australia (CRA) has launched, for the first time, audience numbers for commercial radio DAB+ only stations - showing the top 10 commercial DAB+ only stations and the top three commercial DAB+ only stations by market.
CRA CEO Joan Warner said the appetite to monetise DAB+ radio has increased as the demand for digital radio has grown.
“The digital radio market has matured and there is an appetite for targeted advertising, the DAB+ numbers are now comparable to multi-channel digital television and networks are able to offer advertisers niche opportunities and further monetise DAB+ digital radio,” Warner said.
“DAB+ only stations deliver more content to target audiences which not only adds choice for listeners but also gives advertisers new opportunities to speak to specific listener groups.
“These strong numbers show that Australians are embracing the diversity offered by the new free-to-air DAB+ stations while also continuing to enjoy their favourite existing stations via DAB+.”
The top commercial DAB+ only station was Triple M Classic Rock with a cumulative audience of 173,000. It is followed by Coles Radio on 140,000 and Pure Gold 80s of 131,000.
By market, the top Sydney Commercial DAB+ only station is Triple M Classic Rock, followed by Edge Digital and Coles Radio.
In Melbourne Koffee is the leading station, with Pure Gold 80s and Coles Radio following.
Free-to-air DAB+ digital radio launched in the five metropolitan capitals in late 2009 and there are now more than 45 extra DAB+ only stations on offer. Total listenership for DAB+ radio is at a high of nearly 3.2 million people across the five metro station. DAB+ only stations have attracted 1.36 million listeners per week across the five metro audiences.
COO of Macquarie Radio Network and chair of CRA Adam Lang said the figures highlight two important achievements.
“Firstly, the development, popularity and ongoing success of DAB+ broadcast technology and devices in Australia,” Lang said.
“Secondly, to highlight that the radio industry’s innovation and investment in a plethora of additional free to air DAB+ only broadcast stations is also proving popular with listeners.”
Commercial radio will join the ABC, SBS and community radio on the recently announced Digital Radio Planning Committee for Regional Australia to plan the rollout of DAB+ to regional Australia.
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