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News October 27, 2015

CRA to advertise radio on radio

Commercial Radio Australia has created a cross-industry campaign worth $25m to incentivize more advertisements on its commercial network.

The campaign, which has been in operation every year since 2003, will see the radio industry come together to run research-based ads explaining the benefits of radio advertising.

The ads, which will be carried by 260 metro and regional stations, will go live in October in tandem with CRA’s conference in Melbourne on the 17th.

A PWC report published in July this year showed that radio will see a compound annual growth of 3.2% to $779m in 2018.

Underpinned by new research on radio listening habits by Colmar Brunton, the campaign will also see CRA launch a new cross-industry website with more details on the research.

CRA chief executive officer, Joan Warner says, “This will be our biggest and most impactful brand campaign for some years. Our main aim is to highlight the strong and loyal relationship between listeners and their favourite station and how this can benefit advertisers. The overriding message will be very simple; listeners love radio and are influenced by what they hear.”

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