Commercial Radio Australia launches new Radio Alive campaign via Eardrum to promote ROI

Commercial Radio Australia has launched a new marketing campaign, developed by Eardrum, to promote the high return on investment of advertising on radio.

The peak industry body, which represents commercial radio stations across Australia, is working with national brands such as ALDI, Koala and Liquorland to remind the industry that marketing delivers results.

Says Joan Warner, chief executive officer, CRA: “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.”

The radio industry’s national campaign consists of a series of ads featuring high-profile radio advertisers and business success stories such as supermarket group ALDI and fast-growing online furniture and mattress retailer Koala.

Listen to the Aldi spot below:

Listen to the Koala spot below:

Says Dany Milham, co-founder, Koala: “Koala has invested in marketing to build a distinctive brand and radio has been a valuable element of that.”

Radio is enjoying a resurgence in interest with audiences at an all-time high. 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 are part of the Radio Alive rebrand aimed at promoting radio as an effective advertising medium.