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Monday, 14 November 2011 07:24

Big jump in digital radio sales


Despite one of the weakest retail markets for many years, sales of digital radios in Australia recorded their biggest quarterly jump since Christmas last year, with close to 100,000 of the radios sold in the third quarter this year alone.


Releasing data on the market today, Commercial Radio Australia (CRA) said the latest market survey by GfK Marketscope, shows that the total number of DAB+ digital radios sold in Australia since August 2009 was 603,932.

Commercial Radio Australia chief executive officer, Joan Warner, said that nearly 500,000 additional digital radios have been sold since July 2010 at which point sales of digital radios were at 150,000.

Warner said the recent sales figures include the Father's Day retail cycle in which 42 commercial radio stations in the five state metropolitan capitals played a series of digital radio Father's Day ads that 'focused on the affordability of digital radio, using the tagline 'from as little as $59'.'

'These are great sales figures and show that radio's call to action to our listeners to try and buy digital radios continues to work, even in a tough retail environment.'
According to Warner, official Nielsen radio survey results for metropolitan Survey 7 2011, show that the number of people listening to digital radio is moving rapidly towards the one million mark with 940,000 people listening to digital radio each week.

'Seven point six percent (7.6%) of listening to radio is now via a DAB+ digital radio device in the five state metropolitan capitals with time spent listening (TSL) to radio via a DAB+ digital radio device also continuing to grow at nearly 12 hours per week (11 hrs 56 mins).

'TSL to digital radios has once again outstripped TSL to radio via the internet which is at 5 hours and 56 minutes,' Warner said.

Warner said CRA is now developing the strategy for a digital radio Christmas campaign with details to be announced in early December.

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