Commercial Radio Australia (CRA) is rolling out the third phase of its 'It's a Love Thing' campaign, this time showcasing the medium's superior ROI.
This version of the campaign, by radio specialist agency Eardrum, will see four new radio ads debut across 261 metropolitan and regional commercial radio stations.
Each ad - running for 45 seconds a piece - highlights independent research from Colmar Brunton showing the transactional uplift and return on investment (ROI) for brands using radio advertising, both on its own and in combination with TV and online.
The voice of "It's a Love thing", Andrew Hansen features on the ads to emphasise key finding from the research including:
- Radio advertising results in an average 17% ROI, more than online (14%) and TV (13%)
- Radio results in an average 23% ROI when used with online and 21% when used with TV
- Radio is the only channel that consistently increases ROI
CRA CEO Joan Warner said: “Radio. It’s a Love Thing has been one of our most successful brand campaigns. The new research, showcasing the practical benefits and real return on investment of radio advertising, provides invaluable information for advertisers and clients alike.”
The campaign is supported by trade banners, sales support materials and an in-person engagement program with selected media agencies.
Hear the ads here.
