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