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Commercial Radio & Audio says new analysis of the Advertising Council of Australia’s Effectiveness Database shows advertisers can achieve a 33% effectiveness uplift when campaigns include regional audio.
The findings were presented on Wednesday, Feb. 18, at Heard ’26, CRA’s annual audio advertising showcase held at ICC Sydney, which brought together marketing decision-makers, media agency strategists and brand leaders to examine data-driven insights into the future of audio advertising.
The analysis covers 595 Effie Award entries submitted between 2018 and 2025 and draws on what CRA describes as Australia’s gold standard effectiveness dataset.
According to CRA, campaigns featuring regional audio delivered stronger results for customer acquisition and retention across short- and long-term business metrics.
Lizzie Young, CEO of Commercial Radio & Audio, said regional Australia represents 9.9 million people, or 37% of the country’s population, and that five million tune in to commercial radio weekly. “These audiences are highly receptive, yet regional receives just 18% of media spend,” Young said. “Leaving a 19-point gap between where Australians live and where brands invest. That’s an opportunity for growth left on the table. Regional audio is more powerful than you think, and the opportunity for brands to be heard is clear.”
CRA cites the Regional Movers Index June 2025 for population and migration data, Edison Australia Infinite Dial 2025 for commercial radio reach and Standard Media Index figures to illustrate what it describes as a gap between audience location and advertising investment.
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