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Profiles help marketers use radio to target desired audience

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The Commercial Radio Market Profiles have been released to stations and advertisers nationwide and will provide an invaluable reference tool for advertising on radio. There are over 100 detailed market profiles of regional and metropolitan commercial radio areas.

Collated every five years, the Commercial Radio Market Profiles provide details on individual radio markets throughout Australia including all the commercial stations in the area and various demographic breakdowns. These include age, labour force details, income brackets of listeners in the area as well as an area profile of main industries, plus employment and educational qualifications of the workforce.

Chief executive officer of Commercial Radio Australia, Joan Warner, said the profiles have been designed to help radio stations, advertising agencies, media agency buyers and planners better understand the markets commercial radio stations serve.

"These detailed market profiles are designed to provide advertisers with a better understanding of the markets, the size, specific demographic breakdown and the opportunities available, particularly for regional radio, where easy access to this type of information is not always available," Ms Warner said.

"The profiles will assist with the planning of effective ad campaigns for specific local areas across both regional and metropolitan Australia. Commercial radio stations are an integral part of the local communities that they serve. These profiles will help make that relationship even more relevant."

The commercial radio licence area profiles have been collated using a range of official data sources, including the latest Australian Bureau of Statistics (ABS) Census of 2006, and are based on radio licence areas determined by the Australian Communications and Media Authority (ACMA). They include the main metropolitan city markets throughout Australia as well as regional radio licence areas.

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2 Comments

VirtualAdvertising
  • Wrote on 19 Aug, at 09:55AM
This is a great tool and will help with strategy. However, you can plan all you want but without a really creative radio ad to provide cut-through you are wasting your money. As there is so much 'white noise' associated with listening to the radio, any advertisement you produce most be distinct, convey your brands personality, be clear and concise and make it easy for the consumer.

Wit this is mind, don't use creativity at the sake of effectiveness. You must have a balance.

I'm going for a shameless plug here, if you are interested in a radio advertising campaign then visit Virtual Advertising.
Editor | Scotland
  • Wrote on 19 Aug, at 10:50AM
Hey VirtualAdvertising. While we're not overly keen on plugs in the body of comments, we also understand that we haven't yet given our registered members the ability to personalise their comments with a signature.

We're in the process of developing this feature, so that each time you comment you'll be able to append a customised signature to the bottom of your comment. This will help marketers do what they do best - market themselves - and will also help other users get more of a feel for the different members of the site.

So for the time being, I'll let this shameless plug slide. It also helps that the point you make is sound. Great strategy and the right channel still require excellent execution to make a campaign successful.

Cheers VirtualAdvertising :-)

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