• People are, on average, six times more likely to visit a brand's website if they hear a radio ad with a digital call to action, than those not exposed to the radio ad.
• Radio advertising has an immediate effect. Over three quarters (78%) of those who heard the ads took some form of digital activity within 24 hours.
• Commercial radio generates significantly more visits to a web page if a digital call to action is included in a commercial.
The results were consistent across sectors and showed even greater uplift in digital activity for the food, finance, government and motor vehicle categories.
Produced by: Abe's Audio
Stations - watch the presentations and download the research here
Advertisers, Agencies and Listeners - watch the presentations and download the research here
> Listen to the Radio ads HERE
“This is ground-breaking research. It is the first study in Australia to establish the direct link between media exposure - in this case commercial radio advertising, and the online response it triggers.
The brilliance of Colmar Brunton’s Click Hear tool is that it uses web analytics from respondents’ real time web-browsing behaviour rather than relying on their recall of websites they have visited”.
(Steve Nuttall, MD, Colmar Brunton).
To access past Commercial Radio Australia Brand Campaigns click here