Commercial Radio Australia has rolled out the next phase of its $10 million digital radio awareness campaign, pitching a digital radio as the perfect Christmas gift.

The campaign will rollout across radio and online, airing on over 40 commercial radio stations in the five digital radio metro markets: Sydney, Melbourne, Brisbane, Perth and Adelaide. All commercial radio stations in these markets are simulcasting in digital and analogue.

“Consumer awareness of digital radio is high. Since the radios hit the stores in May, sales have exceeded our expectations and we’re already seeing another peak in unit sales in the lead up to Christmas,” said Dave MacKenzie, retail chain Dick Smith’s audio buyer. 

Commercial Radio Australia CEO, Joan Warner, said the first digital radio under $100 is expected to encourage listeners to try digital radio. MacKenzie echoed this sentiment:


“Most of the interest has been in digital radios at lower price points. With digital radios now a similar price to a standard FM radio, they make a great gift option this year. For example, Dick Smith is the only retailer stocking the kaiser baas digital radio, which is less than $90 and we expect this will be a popular choice this Christmas.”

Commercial Radio Australia will release its industry report in early 2010, detailing who’s listening, the sales of digital receivers and national awareness of digital radio.