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CRA Rebrands, Revamps Audio Strategy in Australia

Changes put a greater emphasis on the digital audio market

This month, Commercial Radio Australia (CRA) has announced a new strategic direction that puts a greater emphasis on the digital audio market and increasing commercial radio advertising revenue. It also announced a name change.

CRA CEO Ford Ennals, who took up the post in April, said the radio industry is experiencing strong growth in digital audio, “so it’s timely for CRA to have a stronger focus on identifying new commercial revenue opportunities across the broader audio markets for our members,” he said.

CRA CEO Ford Ennals

Per a CRA press release announcing the change, part of its new audio strategy includes a “refreshed brand” and a new website.

The company has rebranded from Commercial Radio Australia to Commercial Radio & Audio, but will continue to use the abbreviation CRA. Alongside the name change, CRA has also introduced a new strapline “Audio Unlimited.”

A CRA promotional image

In addition to its rebranding, the company is sharing new tools meant to help members “seize commercial opportunities in the evolving radio and audio environment.”

According the CRA press release, Ennals said the digital audio market is one of the fastest-growing media markets, which offers unique opportunities for advertisers, and, in turn, for CRA.

[Related: “Ford Ennals Headed Down Under“]

In partnership with Nielsen, CRA has introduced an Audio Planning Tool, the first of the new data insights available to advertisers on its new-look website. The free tool measures the reach of commercial radio, radio streaming, podcasting and on-demand music streaming.

The Infinite Dial Australia study released by CRA last month revealed that nearly 15.6 million Australians, or 71% of the population aged 12-plus, listen to online audio weekly, up from 46% six years ago. Radio continued to be the most popular form of audio, with 80% of Australians listening via AM, FM, DAB+, live streaming or catch-up podcasts.

Ennals said CRA is also working on a study with Professor Karen Nelson-Field from Amplified Intelligence to further develop audio attention metrics for broadcast audio.

“The attention data results from Amplified Intelligence’s research study will support advertisers with all facets of developing powerful audio campaigns for clients from media planning and budget allocation to creative execution,” said Ennals.

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