An evaluation study of the commercial radio industry’s brand campaign shows it has improved advertisers’ opinions of radio as an advertising medium. Half the advertisers surveyed said the campaign has convinced them to think about using radio more heavily in the marketing mix.

The study, conducted by independent research firm TNS, found that the campaign achieved “excellent cut-through,” with unprompted awareness of the campaign among key advertising decision makers standing at 65% four months after the campaign launch.

Commercial Radio Australia CEO Joan Warner said: “This is a very positive start for the campaign and demonstrates that we have been successful in getting the advertising industry to rethink the way it uses radio as an advertising medium.”

The $20 million 12-month campaign, the biggest ever commitment by the commercial radio industry, began airing nationally on all radio networks on June 30, delivering the message that radio advertising is twice as effective at reaching audiences throughout the day as TV.

The evaluation found that:

· 81% of all respondents found something worthwhile in the ads

· 44% said it had increased their interest in using commercial radio for their advertising

· 60% said they would like to hear the commercials again when played on radio, and

· 55% said they were likely to mention points raised in the commercials to other people.

The survey was conducted recently among advertising decision makers in both agencies and clients in Sydney, Melbourne and Brisbane.

Radio was seen as being “particularly effective for prompting an immediate response.”

The most popular sectors for radio advertising were seen as retail, fast moving consumer goods and finance. 80% said radio was an effective way to target younger people and 76% said it was effective in integrated multi-media campaigns.

The industry will intensify the campaign with the launch of the second phase in early 2004, which will comprise a series of new 45 second spots. Warner said humour, which played an important part in the success of the first phase, would again be used to make an impact.

“The campaign challenges long-held perceptions about radio advertising and we are very pleased with its impact so far – but there is still work to be done to convince agencies of radio’s effectiveness for brand building.”

The campaign’s creative director, Ralph van Dijk of advertising agency Eardrum, said: “The research
proves again how vital the creative is to the overall success of a campaign. In the right hands, with the
right investment, radio can deliver great results for any advertiser – but the creative is the key.”

Residual Impressions of the brand left by the campaign included:

Radio advertising is effective in prompting consumer action – 81%

Radio advertising reaches all types of consumers – 79%

Breakfast is the ideal time to capture white collar workers with advertising – 77%

It is easy to target the consumers you are seeking with radio advertising – 62%

Radio advertising is cost effective – 65%

Radio is one of the closest mediums to point of purchase – 56%