CRA chief executive officer Ford Ennals has announced that the company has rebranded from Commercial Radio Australia to Commercial Radio & Audio. Despite the change, the company will continue to use the abbreviation CRA.
CRA has also introduced a new strapline: “Audio Unlimited”, along with refreshed brand imagery.
Ennals said: “We are 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.”
The refreshed brand and a new website which was launched at a CRA Board meeting in Sydney attended by Federal communications minister Michelle Rowland.
The Infinite Dial Australia study released by CRA last month revealed that nearly 15.6 million Australians, or 71% of the population aged 12+, listen to online audio weekly up from 46% six years ago.
Radio continued to be the most popular form of audio – 80% of Australians listened to radio via AM, FM, DAB+, live streaming or catch-up podcasts over the last week.
Left to right: Chairman Grant Blackley, communications minister Michelle Rowland, CRA CEO Ford Ennals and CRA CCO Jo Dick
Ennals said the digital audio market is one of the fastest growing media markets offering unique opportunities for advertisers.
CRA would support media agencies and members with new market and listener research alongside bespoke audio events to provide media agencies with richer data and insights to make the case for the importance of buying commercial radio and audio.
The Audio Planning Tool in partnership with Nielsen is the first of the new data insights available to advertisers from today on CRA’s new look website.
Ennals said the new Audio Planning tool powered by Nielsen’s Consumer and Media View demonstrates that commercial radio, radio streaming and podcasts are the most effective and affordable way of reaching valuable and hard to reach audiences.
“CRA is pleased to partner with Nielsen to provide the Audio Planning Tool which measures the incremental reach of commercial radio, radio streaming, podcasting and on demand music streaming in an easy-to-use online planner,” the CRA CEO said.
“This is available free of charge and will give invaluable data to advertisers and promote the effectiveness of buying radio and audio,” he added.
Monique Perry, Nielsen managing director Pacific, said: “Powered by Nielsen’s Consumer and Media View audience data, CRA’s Audio Planning Tool delivers quick and valuable insights, which aid better planning decisions, driving improved reach among key audience segments in radio and other audio formats.
“Nielsen is excited to expand our long-standing partnership with CRA to power solutions, such as this, enabling media agencies and advertisers to keep pace with the rapidly evolving audio ecosystem,” she added.
Ennals said CRA would also be working on a study with Professor Karen Nelson-Field from Amplified Intelligence to further develop audio attention metrics for broadcast audio.
“With the growth in audio in Australia we want to give both radio networks and agencies deeper strategic insights into audience attention,” he said. “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,” he said.
“As CRA heads into the future we will be in a stronger position to serve our members with richer research and insights, advocacy and regulatory work and provide them with the support they need to seize commercial opportunities in the evolving radio and audio environment,” Ennals added.
–
Top image: Ford Ennals