People Engage with Radio Advertising

On average, 64% of listeners take action as a result of what they hear on a radio ad.

Commercial Radio Australia's 2011 on-air brand campaign focuses on key research findings which prove that people engage with radio advertising. Listeners feel a strong connection with their favourite radio stations.

The industry commissioned research partner, the Hoop Group to investigate the hypothesis; Radio is a relevant and important of listeners' media consumption.

The findings of the study shows that 64% of listeners have responded to radio advertising in the last 12 months. Some responses include: talking about what they've heard, visiting a website or making a purchase.

The research shows that consumers are strongly engaged and still believe in radio, with their listening habits evolving with technology.

'People Engage with Radio Advertising' was written by creative director of Eardrum Australia, Ralph Van Dijk.

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

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This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.