Take note Australian marketers, radio is the new darling of Facebook

Take note Australian marketers, radio is the new darling of Facebook

Australian radio continues to show the largest and most consistent growth in Facebook engagement and fan numbers, according to the latest Australian Facebook Performance Report.

The study, created by social media agency Online Circle, ranks brands according to how active they are on Facebook, using the rate of growth of Facebook fans and the rate of engagement to rank brands.

Along with TV, radio appears to be doing everything right in its transition to successfully leveraging Facebook.

It currently sits second (12.73%), behind only politics (20.90%), in the top 20 industries by engagement, a distance clear of news & magazines (11.35%), with TV shows (4.4%) and TV networks (3.8%) languishing far behind.

In terms of industries by fans on Facebook, radio continues to climb, now sitting 7th (4,145,566) behind run away leader TV shows (10,167,365), but a few places ahead of TV networks.

"The most interesting part of the report is how radio is showing a massive and consistent growth,” Lucio Ribeiro of Social Pulse told B&T.

“It’s clear to me that radio has found a nice, smooth transition to leveraging Facebook, with the two complimenting each other. Southern Cross Austereo in particular is doing excellent with their shows,” he added.

Ribeiro said radio is promoting heavily through its popular shows, which enjoy big audiences, using cross promotion in a big way, including “very smart promotions” linked to Facebook.

“If I was to have a bet, radio and TV are the two that marketers should have their money on to utilise Facebook best next year,” he said.

Elsewhere in the report, Australia.com (4,467,607) remains number one in the top 30 Facebook pages by fans, with kids TV hit Bananas in Pyjamas (2,519,842) second, finishing well ahead of the likes of Coca-Cola Australia and McDonald’s. KFC, Home and Away and McDonald’s are the top three in terms of Facebook pages by engagement.




Please login with linkedin to comment

Latest News

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
  • Marketing

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO

Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

Three New Hires At Amplify
  • Marketing

Three New Hires At Amplify

Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]