For advertisers focused on securing Discount Advertising, understanding the evolving price split in the Australian audio market is critical. While traditional broadcast radio remains stable and cost-effective for mass reach (especially during crucial drive-time slots), the real surge in price—and value—is in digital audio.
Recent reports from industry bodies highlight massive year-on-year growth in digital audio revenue, particularly in the podcast and radio streaming sectors. This growth is driven by increased listenership, but more importantly, by superior targeting capabilities.
Advertisers are willing to pay a higher premium (measured by CPM) for digital inventory because it offers precision. You can target users based on their demographics, location, and even listening behavior, something traditional broadcast cannot match. This allows for hyper-relevant ad serving, which dramatically improves campaign efficiency.
The takeaway for discountadvertising.com.au readers is clear: If your goal is broad, local reach at the best possible price, broadcast radio is still a strong bet. If your priority is finding a niche, highly engaged audience using personalized messaging, be prepared for the digital audio premium, but also expect a better ROI from that targeted spend. Smart advertisers must now buy audio as two distinct, strategy-led media channels.