Radio investment doubles campaign impact 

Investing just 11% of your campaign budget in radio will double its effectiveness, a ground-breaking Australian study* has revealed.

Professor Mark Ritson, widely acknowledged as one of the world’s leading marketing educators, collaborated with CRA to better understand the impact of how changes in radio spend can directly influence an ad campaign’s effectiveness.

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“Radio has been underrated in maximising the overall impact of your marketing,” Prof. Ritson said.

“For the best bang-for-buck, marketers should consider radio as an integral part of the channel mix – and an 11% investment can double your campaign’s impact.”
“Radio doesn’t need to be the hero, or the lead media, but it does drive a disproportionately large impact for a relatively modest investment of just 11%. It’s the ultimate sidekick,” he said.