Radio and Audio Advertising Trends

As the audio sector in Australia and New Zealand prepares for the 2025-2026 period, radio and audio advertising are undergoing a profound transformation. Driven by evolving consumer preferences and technological progress, the industry is effectively merging traditional radio with digital platforms such as podcasts and streaming services.

Remaining responsive to these trends is essential for achieving sustained success. Our analysis examines key developments and strategic approaches influencing audio advertising in the dynamic region.

Leading Radio Players

Major players dominate the audio advertising space. In Australia, Australian Radio Network (ARN) leads with the KIIS and Pure Gold networks, while Nova Entertainment captivates with Nova FM and smooth FM. Southern Cross Austereo (SCA) spans over 80 stations with Hit Network and Triple M, and ABC Radio delivers diverse public content. In New Zealand, NZME offers Newstalk ZB and ZM, MediaWorks targets youth with The Edge and The Rock, and Radio New Zealand (RNZ) provides trusted programming. These networks drive both traditional and digital reach.

Emerging Audio Trends

Audio advertising is evolving rapidly. Traditional radio advertising remains robust, with Australia’s $1.6 billion market poised for growth in 2025-2026 despite past declines. Digital Audio Broadcasting (DAB+) enhances quality and targeting, though measurement challenges persist. Podcasts are surging, with 79% of agencies boosting investments in 2025 for niche engagement. Streaming music services, projected to hit US$1.25 billion in Australia and Oceania by 2025, offer personalised ads via platforms like Spotify. Programmatic radio advertising is rising, with 78% of agencies adopting it in 2025 for efficient targeting. Retail media radio networks are emerging, integrating audio ads in shopping environments, while the Australian Traffic Network (ATN) expands reach across 217 stations with high-attention segments.

Strategies for Marketers

To succeed, marketers should:

• Blend traditional radio advertising with podcasts and streaming music services for broader reach

• Use programmatic radio advertising for precise, real-time targeting

• Develop radio-first creative content to engage listeners

• Leverage DAB+ and retail media radio networks for innovative campaigns

• Invest in radio advertising measurement to optimise performance

These approaches enhance relevance in a multi-platform world.

Radio and audio advertising in Australia and New Zealand offers rich opportunities for innovation. For expert planning and buying, contact Glenda Wynyard at Media Precinct, specialists in data-driven audio strategies and multi-platform campaigns.

Radio Trends in Australia and New Zealand

Radio Advertising Industry Overview

The radio and audio advertising landscape in Australia and New Zealand is undergoing significant transformation, driven by technological advancements and evolving consumer behaviours. Traditional radio continues to hold a substantial audience, but digital platforms such as podcasts, DAB+ (Digital Audio Broadcasting), and streaming music services are rapidly gaining traction. This shift presents both challenges and opportunities for marketers aiming to engage diverse audiences across multiple platforms.​

Major National and Regional Radio Players

Australian Radio:

• Australian Radio Network (ARN): ARN operates several prominent networks, including the KIIS Network and Pure Gold Network. Their portfolio encompasses 12 radio stations across major metropolitan areas, offering both traditional and digital audio content.​

• Nova Entertainment: With stations such as Nova FM and smooth FM, Nova Entertainment owns and operates 8 radio stations nationwide. Their focus on engaging breakfast shows and popular music formats has attracted a broad listener base.​

• Southern Cross Austereo (SCA): SCA manages the Hit Network and Triple M, comprising over 80 radio stations across metropolitan and regional Australia. They provide a mix of music, talk, and sports content, catering to diverse audience preferences

• ABC Radio: The Australian Broadcasting Corporation offers national and local programming through networks such as ABC Local Radio, ABC NewsRadio, Radio National, ABC Classic, and triple j. As a public broadcaster, ABC operates numerous stations nationwide, focusing on news, current affairs, and cultural content, serving both urban and regional audiences.

New Zealand Radio:

• NZME: Owning stations like Newstalk ZB and ZM, NZME provides a range of content from news and talk to contemporary hits, catering to diverse audience segments.​

• MediaWorks: With brands such as The Edge and The Rock, MediaWorks focuses on music and entertainment, appealing particularly to younger demographics.​

• Radio New Zealand (RNZ): As a public service broadcaster, RNZ offers news, current affairs, and cultural programming, reaching audiences nationwide.​

Trends in Radio and Audio Advertising

1. Traditional Radio Advertising:

Despite the rise of digital platforms, traditional AM/FM radio remains a significant medium. In Australia, the radio broadcasting market size was approximately $1.6 billion in 2023, though it experienced a slight decline over the past five years. However, advertising revenue on AM/FM/DAB+ is forecasted to grow in 2025 and 2026, indicating resilience and adaptability in the industry.​ 

2. Digital Audio Broadcasting (DAB+):

DAB+ continues to expand, offering higher audio quality and more station options. Advertisers are leveraging DAB+ to deliver targeted campaigns, benefiting from its digital capabilities. However, challenges persist in audience measurement and demonstrating effectiveness, necessitating industry collaboration for standardised metrics.​

3. Podcasts:

Podcast advertising is experiencing significant growth. 79% of Australian media agencies intend to increase their podcast investments in 2025, recognising the medium's ability to offer new marketing opportunities within the creator economy. The intimate and engaging nature of podcasts allows brands to connect deeply with niche audiences.​

4. Streaming Music Services:

Streaming platforms like Spotify and Apple Music have become integral to the audio landscape. In Australia and Oceania, revenue in the digital music market is projected to reach US$1.25 billion in 2025, with an expected annual growth rate of 6.18% from 2025 to 2029. Advertisers are capitalising on these platforms' extensive reach and sophisticated targeting capabilities to deliver personalised audio ads.​

5. Programmatic Radio and Audio Advertising Buying:

Programmatic advertising is on the rise in the digital audio space. In 2025, 78% of agencies plan to purchase digital audio programmatically, up from 72% in 2024. This approach offers benefits in targeting, reporting, attribution, and flexibility, enabling more efficient and effective campaigns.​

6. Retail Media Radio Networks:

Retail media is emerging as a powerful advertising channel. In Australia and New Zealand, retail media networks are rapidly shaping the future of advertising, with predictions indicating continued transformation in 2025. Brands are leveraging these networks to engage shoppers with personalised and relevant ads, integrating audio advertising within the retail environment.​

7. Australian Traffic Network (ATN):

ATN, now rebranded as 'atn', is one of Australia's largest broadcast media advertising platforms. It delivers high-attention content within traffic, news, sport, weather, and fuel watch segments across radio and television. With a network encompassing 217 metro and regional radio stations, including partnerships with major commercial radio networks, atn offers advertisers extensive reach and integration opportunities. The rebranding reflects the company's evolution and expanded service offerings, positioning it as a versatile partner for advertisers seeking to engage audiences during key content segments.​

Radio Advertising Implications for Marketers

• Diversified Strategies: Marketers should adopt a multi-platform audio advertising approach, combining traditional radio with digital audio formats to maximise reach and engagement.​

• Targeted Audio Advertising Campaigns: Utilising the advanced targeting capabilities of digital platforms allows for personalised messaging, enhancing relevance and effectiveness.​

• Radio Advertising Measurement and Analytics: Investing in robust measurement tools is crucial to assess campaign performance across different audio platforms, ensuring accurate attribution and optimisation.​

• Radio and Audio First Creative Content: Developing compelling audio content that resonates with specific radio audiences is essential, particularly in formats like podcasts where listener engagement is high.​

Conclusion

The radio and audio advertising landscape in Australia and New Zealand is evolving, with digital platforms complementing traditional mediums. Marketers who embrace this dynamic environment, leveraging the strengths of each platform and staying attuned to emerging trends, will be well-positioned to connect with audiences effectively in 2025 and beyond.