AUSTRALIA: RADIO BOOSTS DIGITAL ACTIVITY

By Colmar Brunton published in Commercial Radio Australia on 24 May 2012.


People are six times more likely to go to an advertiser's website if have heard their advertisement on radio, according to latest research by Colmar Brunton, and released today by Commercial Radio Australia.The research shows that radio advertising has an immediate effect on people’s digital activity, with over three quarters of respondents or 78% of those exposed to advertising, visiting a website or Facebook page or searching for the brand online, within 24 hours.

There were around 500 participants in the study who recorded their listening habits via diaries. This information was then compared directly with specific station ad campaign data, as well as each individual's browser behaviour and history, which allowed us to quantify the ability of radio ads to drive actual, not recalled, digital behaviour.

Commercial Radio Australia has also recently launched a website, called “Radio Connects” (http://www.radioconnects.com.au), which provides access to a range of successful advertising case studies, showing how radio has been used best in actual campaigns.