Commercial Radio & Audio’s latest GfK Survey 6 results deliver compelling news: Australian commercial radio audiences reached 12.4 million weekly listeners, marking nearly 100,000 year-on-year growth. More significantly, 82% of radio reach originates from in-car listening, confirming radio’s stranglehold on the commuting audience.
This data reveals radio’s modern strength: unparalleled access to captive, focused audiences during peak morning and evening commutes. Drivers tune in consistently, listen intently without distraction capabilities, and spend 30-60 minute intervals absorbing content and Billboard Advertising messages. This concentrated attention span contrasts sharply with fragmented digital media consumption.
Growth concentrates among the 25-54 age demographic, proving radio’s continued relevance for culturally and economically influential audiences. Additionally, 3.5 million Australians stream commercial radio weekly, demonstrating the channel’s successful digital expansion beyond traditional broadcast.
For budget-conscious media planners, radio represents exceptional value. Guaranteed access to 12+ million people during their most receptive moments—commuting—delivers mass reach at remarkably efficient CPM rates. When maximum audience penetration matters, radio’s in-car dominance ensures consistent, measurable reach across key demographic segments at cost-effective pricing that competing channels cannot match.