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Profiles help marketers use radio to target desired audience


Profiles help marketers use radio to target desired audience


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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