In a world of TikTok attention spans and YouTube streams, it’s become fashionable to write off television and radio as relics. But let’s be clear: that couldn’t be further from reality.
Television is still the GOAT
TV remains Australia’s brand-building juggernaut, delivering mass reach and frequency. It has evolved - no longer confined to a box in the living room but expanded across an ecosystem via linear broadcast, BVOD, and ad-supported SVOD services.
The numbers tell the story: 75% of household viewing is still linear and BVOD. Nearly 20 million Australians watch Free TV every week. 7 in 10 Australians watch linear TV weekly over 34% streaming via BVOD. A prime-time ad spot can reach more than 1 million Australians in a single hit. TV’s resilience is undeniable.
Revenue in BVOD across Australia climbed 32%, reflecting advertisers’ increasing embrace of this format as it brings digital targeting to TV. With 500+ FAST channels, TV has become a highly adaptable, data-driven ecosystem.
The payoff? Trust and impact. TV is regularly cited as the most trusted form of advertising across generations, followed closely by radio, ranking higher than all digital and social media platforms in terms of credibility and perceived legitimacy. This trust stems from stringent regulatory standards, professional production quality, and high cost of entry. Innovations like OzTAM’s VOZ now allow marketers to measure cross-platform reach with precision, making television both emotional and accountable.
Radio: The Underdog That Delivers
If TV is the GOAT, radio is the workhorse—reliable, affordable, and surprisingly powerful.
Radio (including DAB+) has a very high reach with 15 million Australians tuning in weekly, and approximately 7 million people using ad-supported Spotify. Globally, radio ads boost brand awareness by 45%, with nearly half of listeners making a purchase after hearing one. ROI averages $5 for every $1 spent. And in cars, radio is unbeatable: 84% of adults tune in while driving. Radio audio enhances TV campaigns by incorporating audio brand cues. This helps keep the brand top-of-mind and aids in consumer recall.
Reach suggests that investing just 11% of your total above-the-line campaign budget on radio could double a campaign's effectiveness and ROI.
The Bottom Line
The only thing truly dead is the outdated perception of what broadcast advertising means in 2025. These mediums have evolved into adaptable, multi-channel engines that deliver reach, trust, and impact at scale. Integrating TV (especially BVOD/CTV) and radio into your IMC (integrated marketing communications) mix isn’t just nostalgia—it’s smart strategy that maximises top-of-the-funnel awareness and reach, whilst building long-term brand associations to keep your brand in the consideration set of customers.
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