Mother's Day digital radio promotion           Finalists announced for best radio ad of the year           Entries open for Radio Awards to be held in Melbourne           M&Ms Xmas campaign wins Sirens round 5           First radio ratings survey results for 2014 released today           Gold Standard software providers fully accredited           Final chance to enter best radio ad of the year in Siren Awards           $2 million of commercial radio support begins for First Break winner ILUKA           Interim fee not enough - record companies take radio back to Tribunal           Regional commercial radio stations put listeners first           Local regional radio stations switch off simulcasts and metros on notice           Australians continue love affair with radio in the car           Regional radio survey provider panel announced           Sydney indie band Castlecomer wins "First Break"           2014 Survey Dates           Marketforce and Internode team up again to win fourth round of 2014 Sirens           Radio industry looks to a smooth transition in 2014           Digital radio reception to improve in major cities           Radio industry announces Stage 1 Gold Standard software providers           Digital radio listening at an all time high           Re-elected CRA Board calls for less regulation           Ground-breaking new research demonstrates radio effectiveness          




  Digital Radio Plus Australian Commercial Radio Awards Siren Awards  
         
  First Break National Radio Conference    

 

  




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Commercial Radio Australia Limited 2014



 


'People Really Connect with Radio' 2012 Campaign and Research

People are 6 times more likely to go to an advertiser's website if they have heard the advertisement on radio.

The independent research by Colmar Brunton which was commissioned by Commercial Radio Australia, is the first Australian research of it's kind.

Methodology
The study concentrated on 72 radio adverts aired in Sydney and Melbourne over the course of two weeks. The ads used a digital call to action directing listeners to visit brand websites and social media pages. Colmar Brunton utilised its innovative ‘Click Hear’ approach to amalgamate and analyse information obtained from three sources -


1. A panel of 469 radio listeners who completed media diaries.
2. Software to track the panel’s online browsing activity.
3. Advertising placement information from the media schedules for each radio station.

The combined effect of these sources revealed powerful insights about the online behaviour of radio listeners, including;

• 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

 



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Commercial Radio Australia Limited | ACN 059 731 467 | ABN 52 059 731 467

Commercial Radio Australia Ltd, Level 5, 88 Foveaux Street, Surry Hills NSW 2010 Australia
Phone: (02) 9281 6577 Fax: (02) 9281 6599 Email: mail@commercialradio.com.au