Lizzie Young. Credit: CRA
Campaigns including regional audio are 33% more effective than those without, according to analysis of the Advertising Council of Australia's Effectiveness Database covering 595 Effie Award entries from 2018 to 2025.
The findings, presented at Commercial Radio & Audio's HEARD 2026 showcase at ICC Sydney today, show regional audio drives stronger results across both short and long-term metrics.
Campaigns with regional audio outperform those without on short-term sales response (46% vs 37%), long-term market share growth (36% vs 22%), new customer acquisition (50% vs 33%), customer retention (39% vs 30%) and brand profit growth (25% vs 11%).
CRA chief executive officer Lizzie Young said regional Australia's 9.9 million people, more than a third of the population, are tuning in, but brands are not following.
Five million Australians tune in to commercial radio weekly, yet regional receives just 18% of media spend, leaving a 19-point gap between where Australians live and where brands invest.
"Regional audio is more powerful than you think and the opportunity for brands to be heard is clear," Young said.
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