Kathryn Dunn – 16 March 2026
At a time when marketers are constantly chasing the next digital channel, one of the most powerful media platforms in New Zealand continues to operate quietly in the background.
Radio.
According to industry research, around 3.4 million New Zealanders listen to commercial radio every week, spending an average of 15 hours tuning in. That’s more than two hours of listening every day.
For marketers looking to build reach, frequency and brand memory, those numbers are hard to ignore.
Yet radio advertising is often overlooked in modern media plans, particularly as digital platforms dominate marketing conversations.
However, when you examine how audiences actually consume media, radio remains one of the most powerful tools available to brands.
How Many People Listen to Radio in New Zealand?
Radio continues to reach the majority of New Zealand’s population.
Current audience data* shows:
• 3.4 million New Zealanders listen to commercial radio weekly
• Average listening time is around 15 hours per week
• Radio reaches over 70% of the population aged 10+
This makes radio one of the highest-reach advertising channels in New Zealand, alongside television and digital platforms.
But unlike many other media channels, radio listening often happens during moments when audiences are highly attentive but not staring at a screen.
These moments include:
• commuting
• working
• exercising
• household routines
In other words, radio is present during the rhythm of everyday life.
The Power of Audio: Theatre of the Mind
Radio also has a unique creative advantage.
Audio stimulates imagination in ways visual advertising cannot.
Without images on screen, listeners subconsciously build their own mental pictures of the story being told. This phenomenon is often referred to as “theatre of the mind.”
When done well, radio advertising can be:
• emotionally engaging
• memorable
• highly creative
Because listeners fill in the visual details themselves, audio storytelling often becomes more personal and immersive than traditional advertising formats.
For brands that want to communicate personality, humour, or emotion, radio can be an extremely powerful creative medium. Think Magnus Benrow or Wet and Forget.
Radio vs Digital Advertising
Digital advertising dominates many marketing budgets today. However, digital channels also compete in an extremely crowded environment.
Online audiences face:
• constant notifications
• endless scrolling
• banner blindness
• ad fatigue
Radio operates in a very different context.
When someone listens to radio while driving or working, advertising messages are often heard without competing visual distractions.
This creates a very different form of attention.
Rather than fighting for a fraction of a second in a social media feed, radio messages are integrated into the listening experience.
This is why many brands combine digital performance marketing with radio brand advertising to create a more balanced marketing strategy.
When Radio Advertising Works Best
Radio advertising is particularly effective for brands that need:
Broad audience reach
Radio can quickly deliver exposure across large geographic regions.
High frequency
Regular listeners hear the same station repeatedly, which strengthens brand recall.
Local relevance
Regional radio stations allow brands to target specific cities or communities.
Brand storytelling
Audio formats allow brands to express tone, humour and personality.
Because of these strengths, radio is widely used across industries including retail, automotive, finance, and consumer goods.
Why Brands Still Invest in Radio Marketing
Despite the rise of digital platforms, radio continues to attract significant advertising investment worldwide.
There are several reasons for this.
First, radio delivers consistent audience reach.
Second, listening behaviour has proven remarkably resilient over time.
While media technologies evolve rapidly, the habit of listening to radio during everyday routines remains deeply ingrained.
Finally, radio offers something many digital channels struggle with:
trusted human voices.
Presenters and hosts often build long-standing relationships with their audiences, creating a level of familiarity and trust that brands can benefit from.
Key Takeaways for Marketers
For brands building marketing strategies in New Zealand, radio remains a highly effective channel.
Key points to remember:
• 3.4 million New Zealanders listen to commercial radio every week
• The average listener spends around 15 hours tuning in
• Radio delivers mass reach and high repetition
• Audio storytelling creates strong emotional engagement
• Radio integrates naturally into everyday life
When used alongside digital and other media channels, radio can play a crucial role in building both brand awareness and long-term marketing effectiveness.
Frequently Asked Questions
Is radio advertising still effective in New Zealand?
Yes. Radio remains one of the highest-reach media channels in the country, with around 3.4 million people listening every week.
How long do people listen to radio each week?
The average New Zealand radio listener spends approximately 15 hours per week* listening to commercial radio.
Why do brands use radio advertising?
Brands use radio advertising because it delivers:
• broad audience reach
• strong repetition
• emotional storytelling
• trusted presenter environments
These factors help build brand awareness and recall over time.
Is radio better than digital advertising?
Radio and digital advertising serve different purposes. Digital channels are often used for targeted performance marketing, while radio excels at building brand awareness and long-term memory structures.
Many successful campaigns combine both.
Final Thought
While the marketing world often focuses on the newest platforms, the fundamentals of effective advertising rarely change.
Reach matters.
Frequency matters.
And memorable creative matters.
Radio continues to deliver all three.
For brands looking to cut through a noisy media environment, it may be worth remembering that millions of New Zealanders are still listening.
