Radio Market Overview
Radio advertising in Australia remains highly cost-effective compared to television and digital alternatives. With AU$309.2 million Q2 revenue and growing digital audio component, radio offers diverse pricing across formats and stations.
Traditional Radio Pricing Tiers
Radio advertising prices vary by station format and time slot:
Prime Time Spots (Drive Time 6-9am, 4-7pm):
– Metropolitan Stations: $300-$1,500 per 30-second spot
– Regional Stations: $100-$500 per 30-second spot
Off-Peak Spots (10am-4pm):
– Metropolitan: $100-$600 per spot
– Regional: $50-$250 per spot
Night/Overnight Spots (7pm-6am):
– Metropolitan: $75-$300 per spot
– Regional: $25-$150 per spot
Campaign Packages and Discounts
Stations offer package deals reducing per-spot costs:
- Weekly Packages: 7-10 spots = 15-20% discount
- Monthly Packages: 30+ spots = 20-30% discount
- Quarterly Commitments: 90+ spots = 25-35% discount
- Annual Contracts: Substantial volume discounts available
Digital Audio Growth
Digital audio advertising grows 27.4% annually with emerging pricing models:
- Spotify/Streaming Ads: $0.50-$2 CPM (cost per thousand impressions)
- Podcast Sponsorships: $18-$50 per thousand downloads
- Audio Social: TikTok, Instagram audio ads starting $50-$500 monthly
Station Selection Impact
Pricing reflects audience size and demographics:
- Top 5 Metropolitan Stations: Premium pricing, large reach
- Niche Format Stations: Lower rates, targeted demographics
- Regional Networks: Significantly lower rates, local concentration
Campaign ROI Factors
Radio advertising generates strong returns through:
- Frequency: Multiple exposures reinforce messaging
- Targeted Timing: Drive-time spots reach commuters during purchase consideration
- Local Relevance: Regional stations emphasize community connection
- Call-to-Action: Direct response tracking measures effectiveness
Integrated radio campaigns combining traditional spots with digital audio maximize reach while managing costs efficiently.