RedTech Magazine July/August 2026 drives growth through connections
Commercial radio continued to reach 12.8 million Australians each week in GfK Metro Survey 4, 2026, maintaining the audience level reported in the previous survey while adding 356,000 weekly listeners year over year, according to Commercial Radio & Audio. CRA said the sustained reach reinforces radio’s resilience and provides marketers with a consistent platform for reaching audiences at scale.
CRA Chief Executive Officer Lizzie Young said the latest results demonstrated commercial radio’s continued ability to attract large audiences despite increasing competition for consumers’ attention. “We continue to see the same trend – despite fragmentation, economic uncertainty and ever-increasing competition for attention – record numbers of Australians continue to choose commercial radio for news, information, sport, entertainment from their favorite hosts, and community connection,” argued Young. “On the one hand, I feel a bit like a broken record; on the other, I know the consistency we deliver survey after survey compounds into a strong case for marketers,” she said.
Young also highlighted research presented by marketing professor Mark Ritson at the Cannes Lions International Festival of Creativity, which examined audio’s contribution to advertising effectiveness. CRA said campaigns that included audio delivered a 75% improvement in profit, an 81% increase in trust, an 81% improvement in price insensitivity and a 19% increase in customer acquisition, with an average uplift of 22% across 14 campaign measures.
“As Professor Mark Ritson pointed out, audio is the secret to profit and trust for brands,” Young added. “The case for audio’s effectiveness is unequivocal; in every market we’ve studied globally, audio is the catalyst that makes your whole campaign work harder.”
You can view or download the GfK Metro Survey 4, 2026 survey below.
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