Marketers & Business Owners
Not many people know this, but radio is still a powerful advertising tool in Australia.
Almost 60% of the Australian population listens to the radio every week.
However, with over 450 licensed radio stations in the country, navigating the radio advertising world can be tricky.
This article provides a comprehensive overview of radio ad costs and statistics in Australia, including popular stations in major cities, listener demographics, advertising costs, and effective methods to measure campaign success.
First, let’s take a look at top radio stations in major cities.
Top Radio Stations for Ads in Sydney
1. KISS 90s
Demographics: Primarily young adults, 18-39, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Sydney.
Recommended Industries for Advertising: Retail and FMCG, Fashion and Beauty, Entertainment, and Technology.
Case Studies and Success Stories:
Fashion Brand – Zara: A fashion brand experienced a 25% increase in store visits after a targeted advertising campaign on KIIS 90s.
Entertainment – Netflix: During a promotion for a new series, Netflix saw a 20% boost in subscriptions, highlighting the station’s effectiveness.
2. Coles Radio
Demographics: The station has broad appeal across multiple age groups, including young adults (18-34), middle-aged adults (35-54), and older adults (55+). It has a balanced listenership between male and female listeners and a strong presence in urban areas, particularly in Sydney.
Recommended Industries for Advertising: Retail and FMCG, Health and Wellness, Household and Cleaning Products, Food and Beverage.
Case Studies and Success Stories:
Health Supplements – Swisse: A leading health supplement brand saw a 20% increase in sales after a three-month advertising campaign on Coles Radio, leveraging the station’s health-conscious demographic.
Seasonal Promotions – Cadbury: During the holiday season, a campaign for a popular chocolate brand resulted in a 15% uplift in sales, demonstrating the effectiveness of Coles Radio’s seasonal programming.
3. Smooth Relax
Demographics: Older adults, 40+, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Sydney.
Recommended Industries for Advertising: Health and Wellness, Financial Services, Travel and Leisure, Luxury Goods.
Case Studies and Success Stories:
Health Services – Medibank: A health insurance provider saw a 15% increase in inquiries after an advertising campaign on Smooth Relax.
Luxury Goods – Tiffany & Co: A campaign for a new jewellery line resulted in a 10% increase in-store visits, demonstrating the station’s effectiveness.
| Station | Avg Daily Listeners | Demographics | Peak Times | Music Genre | Recommended Industries |
|---|---|---|---|---|---|
| Smooth Relax | 141,000 | Older adults, 40+ | Throughout the day | Easy listening | Health, Wellness, Financial Services |
| KIIS 90s | 139,000 | Young adults, 18-39 | Morning drive, evening | 90s hits | Retail, Fashion, Entertainment |
| Coles Radio | 108,000 | Broad, 18-55+, balanced gender | 6:00 AM – 9:00 AM, 3:00 PM – 6:00 PM | Contemporary hits,
easy listening |
Retail, FMCG, Health, Household |
| MMM Classic Rock | 80,000 | Primarily males, 25-54 | Afternoon, evening | Classic rock | Automotive, Sports, Beer |
| Dance Hits | 78,000 | Young adults, 18-34 | Late afternoon, evening | Dance, electronic | Nightlife, Fashion, Technology |
Top Radio Stations for Ads in Melbourne
1. Fox FM
Demographics: The station’s listenership consists primarily of young adults, 18-39, with a balanced mix of male and female listeners. It has a strong presence in urban areas, particularly in Melbourne.
Recommended Industries for Advertising: Retail and FMCG, Fashion and Beauty, Entertainment, and Technology.
Case Studies and Success Stories: Fashion Brand – Zara: A fashion brand experienced a 25% increase in store visits after a targeted advertising campaign on Fox FM. Entertainment – Netflix: During a promotion for a new series, Netflix saw a 20% boost in subscriptions, highlighting the station’s effectiveness.
2. Gold 104.3
Demographics: Adults, 40+, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Melbourne.
Recommended Industries for Advertising: Travel and Leisure, Financial Services, Automotive, Health and Wellness.
Case Studies and Success Stories:
Travel Agency – Flight Centre: A travel agency saw a 20% increase in bookings after a campaign on Gold 104.3.
Financial Services – ANZ Bank: A financial services campaign resulted in a 15% increase in new accounts opened, showcasing the station’s reach.
3. Smooth Relax
Demographics: Older adults, 40+, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Melbourne.
Recommended Industries for Advertising: Health and Wellness, Financial Services, Travel and Leisure, Luxury Goods.
Case Studies and Success Stories:
Health Services – Medibank: A health insurance provider saw a 15% increase in inquiries after an advertising campaign on Smooth Relax.
Luxury Goods – Tiffany & Co.: A campaign for a new jewellery line resulted in a 10% increase in-store visits, demonstrating the station’s effectiveness.
| Station | Avg Daily Listeners | Demographics | Peak Times | Music Genre | Recommended Industries |
|---|---|---|---|---|---|
| Fox FM | 150,000 | Young adults, 18-39 | Morning drive, afternoon | Contemporary hits | Retail, Technology, Fashion |
| Smooth Relax | 141,000 | Older adults, 40+ | Throughout the day | Easy listening | Health, Wellness, Financial Services |
| Gold 104.3 | 130,000 | Adults, 40+ | Mid-morning, late afternoon | Classic hits | Travel, Financial Services, Real Estate |
| Triple M | 110,000 | Males, 25-54 | Morning, afternoon drive | Rock | Automotive, Sports, Beer |
| Dance Hits | 78,000 | Young adults, 18-34 | Late afternoon, evening | Dance, electronic | Nightlife, Fashion, Technology |
Top Radio Stations for Ads in Brisbane
1. Nova 106.9
Demographics: Primarily young adults, 18-39, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Brisbane.
Recommended Industries for Advertising: Retail and FMCG, Fashion and Beauty, Entertainment, Technology.
Case Studies and Success Stories:
Fashion Brand – Zara: A fashion brand experienced a 25% increase in store visits after a targeted advertising campaign on Nova 106.9.
Entertainment – Netflix: During a promotion for a new series, Netflix saw a 20% boost in subscriptions, highlighting the station’s effectiveness.
2. 97.3 FM
Demographics: Adults, 25-54, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Brisbane.
Recommended Industries for Advertising: Retail and FMCG, Health and Wellness, Automotive, Financial Services.
Case Studies and Success Stories:
Automotive – Toyota: An advertising campaign for Toyota resulted in a 15% increase in dealership visits, showcasing the station’s reach.
Health and Wellness – Swisse: A health supplement brand saw a 20% increase in sales after a three-month campaign on 97.3 FM.
3. Triple M
Demographics: Primarily males, 25-54, with a strong presence in urban areas, particularly in Brisbane.
Recommended Industries for Advertising: Automotive, Sports and Fitness, Beer and Alcohol, and Entertainment.
Case Studies and Success Stories:
Automotive – Ford: An advertising campaign for Ford resulted in a 20% increase in dealership visits, showcasing the station’s reach.
Sports Equipment – Rebel Sport: A campaign for Rebel Sport saw a 15% boost in sales, highlighting the effectiveness of Triple M.
| Station | Avg Daily Listeners | Demographics | Peak Times | Music Genre | Recommended Industries |
|---|---|---|---|---|---|
| Nova 106.9 | 125,000 | Young adults, 18-39 | Morning drive, evening | Contemporary hits | Retail, Fashion, Technology |
| 97.3 FM | 115,000 | Adults, 25-54 | Morning, afternoon | Adult contemporary | Retail, Technology, Financial Services |
| Triple M | 110,000 | Males, 25-54 | Morning, afternoon drive | Rock | Automotive, Sports, Beer |
| ABC Brisbane | 105,000 | Broad appeal | Throughout the day | News, talk | Government, Education, Public Services |
| 4KQ | 95,000 | Older adults, 45+ | Morning, afternoon drive | Classic hits | Travel, Healthcare, Financial Services |
Top Radio Stations for Ads in Perth
1. Smooth Relax
Demographics: Older adults, 40+, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Perth.
Recommended Industries for Advertising: Health and Wellness, Financial Services, Travel and Leisure, Luxury Goods.
Case Studies and Success Stories:
Health Services – Medibank: A health insurance provider saw a 15% increase in inquiries after an advertising campaign on Smooth Relax.
Luxury Goods – Tiffany & Co.: A campaign for a new jewellery line resulted in a 10% increase in-store visits, demonstrating the station’s effectiveness.
2. ABC Perth
Demographics: Broad appeal, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Perth.
Recommended Industries for Advertising: Government, Education, Public Services, Financial Services.
Case Studies and Success Stories:
Education – University of Western Australia: A campaign for UWA saw a 20% increase in inquiries, showcasing the station’s effectiveness.
Public Services – WA Health: A public health campaign saw a significant increase in engagement, highlighting the station’s reach.
3. Mix 94.5
Demographics: Adults, 25-54, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Perth.
Recommended Industries for Advertising: Retail and FMCG, Automotive, Financial Services, Technology.
Case Studies and Success Stories:
Automotive – Honda: An advertising campaign for Honda resulted in a 15% increase in dealership visits, showcasing the station’s reach.
Technology – Apple: A campaign for a new product launch saw a 20% boost in sales, highlighting the effectiveness of Mix 94.5.
| Station | Avg Daily Listeners | Demographics | Peak Times | Music Genre | Recommended Industries |
|---|---|---|---|---|---|
| Smooth Relax | 141,000 | Older adults, 40+ | Throughout the day | Easy listening | Health, Wellness, Financial Services |
| ABC Perth | 100,000 | Broad appeal | Throughout the day | News, talk | Government, Education, Public Services |
| Mix 94.5 | 88,000 | Adults, 25-54 | Morning, afternoon drive | Adult contemporary | Retail, Technology, Financial Services |
| 96FM | 85,000 | Adults, 25-54 | Morning, afternoon drive | Rock | Automotive, Sports, Beer |
| Dance Hits | 78,000 | Young adults, 18-34 | Late afternoon, evening | Dance, electronic | Nightlife, Fashion, Technology |
Top Radio Stations for Ads in Adelaide
1. Smooth Relax
Demographics: Older adults, 40+, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Adelaide.
Recommended Industries for Advertising: Health and Wellness, Financial Services, Travel and Leisure, Luxury Goods.
Case Studies and Success Stories:
Health Services – Medibank: A health insurance provider saw a 15% increase in inquiries after an advertising campaign on Smooth Relax.
Luxury Goods – Tiffany & Co.: A campaign for a new jewellery line resulted in a 10% increase in in-store visits, demonstrating the station’s effectiveness.
2. Nova 91.9
Demographics: Primarily young adults, 18-39, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Adelaide.
Recommended Industries for Advertising: Retail and FMCG, Fashion and Beauty, Entertainment, Technology.
Case Studies and Success Stories:
Fashion Brand – Zara: A fashion brand experienced a 25% increase in store visits after a targeted advertising campaign on Nova 91.9.
Entertainment – Netflix: During a promotion for a new series, Netflix saw a 20% boost in subscriptions, highlighting the station’s effectiveness.
3. 5AA
Demographics: Adults, 25-54, with a balanced listenership between male and female listeners. The station has a strong presence in urban areas, particularly in Adelaide.
Recommended Industries for Advertising: Government, Financial Services, Public Services, Automotive.
Case Studies and Success Stories:
Financial Services – ANZ Bank: A financial services campaign resulted in a 15% increase in new accounts opened, showcasing the station’s reach.
Automotive – Toyota: An advertising campaign for Toyota resulted in a 15% increase in dealership visits, showcasing the station’s effectiveness.
| Station | Avg Daily Listeners | Demographics | Peak Times | Music Genre | Recommended Industries |
|---|---|---|---|---|---|
| Smooth Relax | 141,000 | Older adults, 40+ | Throughout the day | Easy listening | Health, Wellness, Financial Services |
| Nova 91.9 | 112,000 | Young adults, 18-39 | Morning drive, evening | Contemporary hits | Retail, Fashion, Technology |
| Cruise 1323 | 92,000 | Older adults, 45+ | Morning, afternoon drive | Classic hits | Travel, Healthcare, Financial Services |
| 5AA | 95,000 | Adults, 25-54 | Morning, afternoon drive | Talk radio | Government, Financial Services, Public Services |
| Dance Hits | 78,000 | Young adults, 18-34 | Late afternoon, evening | Dance, electronic | Nightlife, Fashion, Technology |
General Peak Listening Times for Radio Ads
Radio ads generally fall into two peak times in Australia: at breakfast and during the morning commute (6am to 9am) and in the afternoon and evening commute (3pm to 7pm).
Morning routines (6 a.m. to 9 a.m.) are the best time to reach a broad audience; however, due to their popularity, they have high premium rates per ad slot.
Afternoon to evening commutes (3pm to 6pm) make the best ad slots for those driving home from work. This makes it a good time to target working professionals during their drive home or for those running errands after work.
Radio Ad Costs
Radio ad costs in Australia start at $100 per slot but could easily go up to $500. However, several factors determine the final price, including the following:
Production costs: It costs around $400 to $1,000 to produce a radio ad. This covers scriptwriting, voice acting, and audio editing.
Cost per slot: It typically starts around $100 and goes up to $500 per 30-second ad slot.
Market size: Bigger cities like Sydney and Melbourne will have higher costs compared to regional stations. For instance, you can shell out $425 for a 30-second slot in Sydney, but the same 30-second at the same time slot could only cost $300 in Adelaide.
Time of Day: Peak hours (breakfast and commuting time) are the most expensive time slots to put and ad in because they have the highest listenership. You might pay around $20 to reach 1,000 listeners during peak times compared to $10-15 during off-peak hours.
Radio Ad Frequency and Budget
Radio advertising does not come at a flat fee – the more you play your ad, the more you will have to pay.
Stations charge per individual spot, so the final cost depends on how often you want your ad to be aired.
If, for instance, you play your ad five times a day for a week, that will cost you 35 spots. Each spot costs $100, which adds up to $3,500 (plus GST). It could go up if you plan to have one or two slots during prime time.
The exact price also depends on the radio station you choose. A campaign in a major Australian city like Sydney might run around $10,000 per week to maximise message recall (or get your message heard enough times). However, if you choose to go with a regional station with a smaller audience, the cost could be as low as $2,000 to $5,000 per week.
How to Measure Radio Ad Success
It is a bit more tricky to measure radio ad success. Unlike online ads, listeners can’t click a link or enter a promo code. It does not mean that it’s impossible, though. Here are some methods you can use to see how well your radio ad is performing:
Reach and Frequency: This is a traditional metric that radio stations used even before mobile internet and Wi-Fi data existed. It tracks how many people heard your ad (reach) and how often they were exposed to it (frequency). Radio stations often provide this data based on listener demographics.
Website Traffic: If your ad directs listeners to your website, you can monitor your website traffic before, during, and after the campaign. Look for spikes or increases in traffic coming from radio ad mentions. If possible, you can also track a specific landing page.
Call Tracking: Marketers sometimes assign a unique phone number to their radio ad. This would allow you to track the number of calls that caters specifically to the radio campaign.
Branded Search Traffic: See how many people searched for your brand name online after hearing your ad. Increased search traffic indicates the ad prompted listeners to seek out your business.
Surveys and Promotions: Run surveys or offer promotions that ask customers how they heard about your business. This provides direct feedback on the effectiveness of your radio ads (and other marketing efforts).
It’s often most effective to use a combination of these methods so that you can see a complete picture of your radio ad’s impact. However, you must also consider your campaign goals—are you aiming for brand awareness, website visits, or phone calls? If your goals reflect those objectives, you can tailor your efforts better.
Radio Ad Length
Companies struggle with finding the perfect length for their radio ads, as they need to balance delivering a clear and compelling message while maintaining listener engagement.
Traditionally, Radio ads used to last as long as a minute (even more). But with the rise of social media reels, it has been theorised that people now have a much shorter attention span than the last generation. New research showed that short blasts of 30-second or 15-second ads can be as effective as longer ads, if not better.
Choosing the right length depends on your goals:
Longer ads: Explain complex products or introduce new things.
Shorter ads: Promote deals, give reminders, or grab attention.
A study found that the most effective way to maximise your radio ad cost is the time it takes to get your message across clearly. Don’t focus on a specific time limit. Strong writing and creative delivery can be powerful in shorter formats.
Instead, focus on what matters: tailor your ad length to your audience, message, and platform to maximise your investment.
Book a Radio Ad Consultation
Understanding key statistics and strategies for radio ads in Australia can help you achieve your goals, whether it’s more sales or phone call generation.
If you want more advice about radio advertising, please don’t hesitate to contact our team.
If online lead generation is also part of your marketing strategy, you might be interested in downloading our digital marketing strategy template.
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