Analytic Partners has highlighted new research showing radio’s ability to deliver exceptional long-term return on investment (ROI) through brand-focused advertising, unveiled at CRA's HEARD 2025 event,
Nespresso’s recent campaign, alongside previous radio trials, underscored radio’s strength in amplifying cross-channel impact through sustained, creative brand messaging.
Nespresso’s radio trial prioritised creative consistency and sustained media support, and by doing this, achieved a 37% improvement in their radio ROI year-on-year (YOY). This approach also elevated the brand's digital video by 13%, socials by 11%, and search by 4%, showcasing radio’s role as a powerful multiplier in a media mix.
Analytic Partners MD Paul Sinkinson said brand-focused advertising outperforms performance-driven campaigns 80% of the time, proving it’s the most effective choice for marketers seeking stronger ROI in an omnichannel world.
“Notably, brands that dedicate at least 30% of their media spend to brand-building efforts consistently achieve the highest return," he said.
“Results also show that running creative for longer durations yields significantly higher returns. Campaigns with 11-20 weeks of media support see a 34% increase to ROI, while campaigns lasting 21–30 weeks lift ROI by 60%, and those extending beyond 31 weeks deliver a 65% boost.”
Nespresso’s findings align with earlier trials conducted by Analytic Partners. Dan Murphy’s saw a 19% uplift in out-of-home (OOH) results, 18% boost in TV impact, and a 14% enhancement in online video effectiveness through the integration of brand-value radio ads.
Similarly, by increasing the weight of brand advertising versus the amount placed on price messaging, McDonald’s Australia achieved a 13% increase in radio ROI. They also saw a 14% lift in TV, 12% in social media, and 3% in online video by increasing their investment in brand radio.
CRA CEO Lizzie Young said radio delivers more than reach; it drives emotional connection, creative synergy, and measurable impact.
"By evolving advertising approaches to leverage audio’s distinctive strengths, brands can unlock new levels of performance and establish deeper connections with their audience," she said.
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