The commercial radio industry has launched a new marketing campaign to encourage Australians to upgrade their old radio sets to a new DAB+ digital radio.
Commercial Radio Australia chief executive officer Joan Warner says campaign likens the switch to DAB+ to the transition of TV from analogue to digital, and focuses on the benefits of upgrading, including better sound quality and up to 30 extra stations.
According to Warner, recent price drops and the introduction of a range of innovative new products this year have made it a “great time for consumers to upgrade their radios”.
“Many people wake up to the same radio they have used for years – but like all technology, there are benefits to upgrading to a new digital model.
{loadposition peter}“Consumers spend about 16 hours per week listening to radio, so it’s a worthwhile investment for the extra station choice and better sound quality.”
Warner says DAB+ is now reaching a significant audience, with 27% of Australians in the five metro capitals switching on to digital radio stations each week.
GfK’s Digital Radio Report 3 just released shows the cumulative audience for DAB+ simulcast and digital-only stations at 3.60 million people in the five major metropolitan cities, and Warner says there were 2.73 million DAB+ devices in market at June 2016, including 652,000 in new cars.
The figures include sales of the LG Stylus DAB+ smartphone which went on sale in Australia in May through Optus, Virgin Mobile and key retailers.
“We’re pleased that consumers have reacted positively to the LG Stylus DAB+, making it LG’s number one selling smartphone in Australia in 2016,” Warner said.