As inflationary pressures impact media budgets and ROI, two new reports from SCA’s insights division, SCAiQ, reveal that ad-supported audio adds as much as a huge 18 percentage points of additional reach to screens such as TV and BVOD.
Audio Reach Amplifier explores ad-supported audio’s ability to increase a campaign’s scale and better impact the total marketing funnel, and analyses the value of audio in companion reports for Total Audio and Digital Audio.
Ad-supported audio includes commercial radio, streaming live radio, streaming music, and podcasting.
Audio Reach Amplifier has found that 16.8 million Australians are listening to ad-supported audio every week – with 49% listening via the internet, 40% listening on mobile devices, and 24% via smart speakers.¹
Ad-supported audio reaches 84%² of the critical 25-54-year-old demographic, who are the largest group of listeners. The report found that digital audio formats extend radio’s reach in this demographic by 24% more³ than using commercial radio alone.
“The current inflationary pressures on media trading, particularly TV, means that marketers need to make every dollar work harder in their campaigns. This report reveals, for the first time, an accurate picture of the cumulative effect of adding ad-supported-audio and how complementing a TV or BVOD spend with ad-supported audio inflates your reach, not your eCPM.” SCA Chief Sales Officer, Brian Gallagher, said.
Audio Reach Amplifier is the first in a series of reports, to be released by SCAiQ, demonstrating the value of audio at every stage of the marketing funnel.
Download the Total Audio and Digital Audio companion reports and sign up for the full series at https://www.southerncrossaustereo.com.au/advertise/sca-iq/audio-reach-amplifier/
¹Source for: 16.8m Australians/49% Internet/40% mobile devices/24% smart speakers; Nielsen CMV Survey 10 2021 National P14+ Total Audio Users = Broadcast Radio, Online Music Streaming, Online Radio Streaming or Podcast P7D.
²Source: Nielsen CMV Survey 10 2021 National (Cumulative reach of Audio formats)
³Source: Nielsen CMV Survey 102021 National P25-54 (Cumulative reach of Audio formats) Universe: 10,523,000. Refer sca.com.au/sca-iq/audio-reach-amplifier for notes and citations for further details.
About SCA (Southern Cross Austereo)
Southern Cross Austereo (SCA) is one of Australia’s leading media companies reaching more than 95% of the Australian population through its radio, television, and digital assets. Under the Triple M and Hit network brands, SCA owns 99 stations across FM, AM, and DAB+ radio. SCA also provides national sales representation for 23 regional radio stations. SCA broadcasts 94 free to air TV signals across regional Australia, reaching 2.8 million people a week, with Network 10 programming and advertising representation across Australia’s East Coast, Seven Network programming in Tasmania and Darwin, and Seven, Nine and Ten programming in Spencer Gulf. SCA also features Sky News Regional in 17 markets across regional Queensland, southern NSW, and Victoria. SCA has an exclusive national sales representation agreement with WIN in northern NSW (including the Gold Coast) and TDT (Tasmanian Digital Television). SCA operates LiSTNR, Australia’s free, personalised digital audio destination for consumers featuring radio, podcasts, music, news, and sport. SCA provides Australian sales representation for global open audio platform SoundCloud and Sonos Radio. SCA's premium brands are supported by social media, live events and digital platforms that deliver national and local entertainment, news, and sport content. www.southerncrossaustereo.com.au