Every five years CRA releases a document called Commercial Radio Market Profiles. It provides detailed information such as age, employment, household expenditure, family structure, industry types and occupations of local audiences. The latest figures released today show population growth across all areas, particularly in regional Australia.
Western Australia saw the biggest population increases, between 31 – 84% between 2006 – 2011 – with six of the top 10 growth areas in that state. Other large growth areas include: Brisbane up by 24.58%, Longreach 28.3% and Mandurah in Western Australia up 29.6%.
The 104 Market Profiles released every five years, have been collated using a range of official data sources, including the latest Australian Bureau of Statistics (ABS) Census of 2011, and are based on radio licence areas determined by the Australian Communications and Media Authority (ACMA).
Commercial Radio Market Profile Facts:
*62% of the Sydney labour force is employed full-time
*21% of Sydney residents are employed in Wholesale/Retail Trade or Accommodation Industries
*76% of households in Newcastle have 2 or more vehicles
*77% of homes in Canberra have a Broadband connection
*19% of Perth residents are employed in Education and Health related industries
*35% of dwellings in Hobart are owned outright
(Sources: Sydney, Newcastle, Canberra, Perth & Hobart Commercial Radio Market Profiles, 2013)
“The Commercial Radio Market Profiles provide a clear picture of the communities that are served by commercial radio stations – particularly in regional Australia, where statistics show audience make up is changing, in response to the mining boom, regional relocation grants and those looking for a tree change,” said chief executive officer of Commercial Radio Australia, Joan Warner.
“Commercial radio stations are a vital and integral part of each community and the profiles are a reference tool for stations to communicate with advertising agencies, media buyers and potential clients for the specific use of planning radio advertising.”
The profiles will be distributed to stations and are also be available to members of the Commercial Radio Australia website at www.commercialradio.com.au.