Radio marketing campaign mocks streaming services’ reach

Commercial Radio Australia has mocked Apple Music, Spotify and Pandora in a series of hostile adverts highlighting the dominance radio still claims to hold over the streaming services.



A campaign will kick off on Monday October 10 in which representatives of global players are given their “fair share” of airtime to promote their services to advertisers.

That turns out to be “less than 2%” for Apple Music and “less than 6%” for Spotify and Pandora. Promotional spiel from the services is unceremoniously cut short when they have reached their “fair share”.

The launch of the four, 45-second ads – designed to spell out to advertisers that radio remains key to reaching audiences – follows the release of the Australian Share of Audio study which found radio still accounts for 65% of Australian’s listening time.

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According to the GfK survey of 1000 people, record collections account for 13% of listening time while Pandora, Spotify and Apple Music collectively account for 9.2%.

In total, Aussies spend an average of three hours and 23 minutes listening to audio each day, two hours and 12 minutes of which is spent tuning into live radio.

Tony Kendall, chief executive of Australian Radio Network and chair of CRA’s Marketing and Brand Committee, claimed consumers are “sampling” newer audio options, but still spending the bulk of their time listening to the radio.

“Australian radio is operating in a very competitive space with increasing competition from global players. As the major player in the audio category, it’s important for us to understand how the market is evolving, so that we stay on the front foot of emerging trends,” he said.


“This study provides us with a snapshot of how and where Australians are consuming not just radio, but the whole audio category.”

CRA chief executive, Joan Warner, said the findings show radio remains dominant, with 10-24 year olds spending three times longer listening to radio than Spotify and eight times longer than Apple Music and Pandora.

The study found Youtube accounted for 3.7% of audio listening time, podcasts 3.5% and TV music channels 2.1%.


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