Radio is gunning for 10% of total ad market

Rosie Baker
By Rosie Baker | 13 October 2017

Radio is gunning for a 10% share of the total ad market in in Australia, says CRA CEO Joan Warner.

Currently, radio has an 8% share of the $14bn ad market, but Warner believes the medium has a much stronger influence on people and society than its share suggests.

She issued a rallying cry at today’s annual radio conference in Melbourne and wants more advertisers on board spending more money.

CRA is launching a major marketing campaign over the coming weeks to target advertisers and get its message across, dropping $21 million on a campaign that features top radio stars.

It aims to push the strengths of radio to influence and engage audiences.

Rob Atkinson, CEO of ARN, says the core message is that radio is relevant, current and a strong brand building medium and there’s “no better place to build a brand than on radio”.

“Radio is alive with talent, multichannel engagement and alive with possibilities,” he says.

The Radio Alive brand was developed by creative agency Joy and the radio industry has collaboratively developed the ads.

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