Commercial Radio pitches digital radio as ideal Christmas gift

Commercial Radio Australia has unvealed the latest phase of its $10m digital radio awareness campaign launching a series of radio and online ads pitching digital radio as the ideal gift for Christmas.


The ads, created by Eardrum, will air across more than 40 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth.

The campaign will also support retailers selling digital radios and aim to complement the catalogue, in store promotion and radio advertising launched by larger retail outlets in the lead up to the busy holiday period.

Dave MacKenzie, audio buyer at Dick Smith, said: “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.”

Commercial Radio Australia is planning to release a digital radio industry report early next year, tracking who’s listening, how many digital radios have been sold and the overall awareness of digital radio.

Chief executive of the radio body, Joan Warner, said price and programming should help drive the take up of digital radio in Australia, with the first digital radio priced under $100.

All the commercial radio stations in Sydney, Brisbane, Adelaide, Perth and Melbourne are simulcasting in analogue and digital. There are 13 new DAB+ stations which consists of NovaNation, Koffee, Hot30 Jelli, Radar, Classic Plus, The EDGE , Gorilla Super Digi, MY Perth Digital, Hot Country Perth Digital, ABC Jazz, ABC Dig Music, ABC Country and Triple J Unearthed.

Retailers stocking digital radios include Harvey Norman, Dick Smith, Clive Peeters, The Good Guys, Myer, David Jones, Big W, JB Hi Fi, Target,  Retravision, Radio Rentals, Rick Hart and specialist audio retailers.


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