Over summer, community broadcasters around the country aired a coordinated series of promos for Community Radio Plus to boost listener awareness and encourage app usage for each stations’ audiences. This has been the third year in a row that we’ve pushed these promos, to remind listeners that they can take your stations with them wherever they are during their summer breaks.
Stations were invited to play the professionally produced promos at least 21 times per week. A number of stations created their own unique promos, including 88.3 Southern FM and 4CRB.
135 stations played more than 44k promos during the period – a big lift from the 20k plays the previous summer. The average number of plays per station also increased from 214 to 310.
Campaign data showed encouraging listening behaviour across the network. Average listening time increased from 15.9 minutes to 16.6 minutes, suggesting listeners who tuned in through the app stayed connected for longer.
While summer listening patterns tend to shift as audiences travel and change routines, the data shows positive signs at the station level. Stations that promoted the campaign were more likely to see growth in their listening metrics, with:
These results suggest that campaign promotion helped more stations grow their digital audiences, even during a season when overall listening typically fluctuates or decreases.
Smaller stations were particularly well represented. 88.3 Southern FM topped the chart with 3,572 promo plays. KeppelFM also got involved, airing 1,835 promos.
Thanks to everyone who took part!
The Community Radio Plus app gives listeners a simple, central way to tune in to your station, wherever they might be. With audiences increasingly turning to digital platforms, the app helps you remain visible, accessible and relevant.