Commercial Radio Australia has launched a new marketing campaign to promote the high return on investment of advertising on radio, working with national brands such as ALDI, Koala and Liquorland to remind the industry that marketing delivers results.
 
CRA chief executive officer, Joan Warner, “Advertising works and brands that invest in radio will be rewarded with a strong return on investment. Radio offers broad reach and allows brands to maintain their share of voice.”
 
Koala co-founder Dany Milham said: “Koala has invested in marketing to build a distinctive brand and radio has been a valuable element of that.”
 
According to CRA, radio is enjoying a resurgence in interest with audiences at an all-time high as more than 10.7 million people tuned in to commercial radio each week in the five major capital cities in 2018, reflecting a 12% increase over the past five years and a 22% rise over the past decade.
 
The new ads were developed by Eardrum and are part of the Radio Alive rebrand aimed at promoting radio as an effective advertising medium.