x

3. Source: Southern Cross Austereo Media Survey 2013. Metro. Radio and online questions n=138.

4. With this increasing penetration of connected devices
such as smartphones and tablets, listeners are
embracing the multi-device and radio-on-demand
offering - ultimately changing their listening behaviour.
32% listen at least once a week and majority are
listening via their smartphone
Source: SCA Podcasting study. February 2016. N=2050. Podcasters P12M N=835.

5. Source: Radio and Internet Study, RAB UK 2006.
53% OF PEOPLE
WILL INVESTIGATE
SOMETHING THAT THEY HEAR OF
RELEVANCE ON THE RADIO

6. Online is often the first point of call for people
when considering a brand. However, in order to
ensure people are heading to your website over
your competitors, you need a driver- that’s
where radio comes in!
Source: Commercial Radio Australia. (2012). People Connect with Radio

7. Source: [1] CRA Radio + online We Just Click. [2] Commercial Radio Australia. (2012). People Connect with Radio
IN FACT, RADIO ADVERTISING HAS PROVEN EFFECTIVE IN DRIVING PEOPLE ONLINE FOR DIFFERENT CATEGORIES
AUTOMOTIVE
People are
5x more likely to
visit an automotive
advertiser’s
website
when exposed to radio
advertising than those not
exposed.
FINANCE
People are
7x more likely to
visit a finance
advertiser’s
website
when exposed to radio
advertising than those not
exposed.
FMCG
People are
7x more likely to
visit an FMCG
advertiser’s
website
when exposed to radio
advertising than those not
exposed.
INSURANCE
People are
2x more likely to
visit an insurer
advertiser’s
website
when exposed to radio
advertising than those not
exposed.
EVENT
People are
3x more likely to
visit an event
advertiser’s
website
when exposed to radio
advertising than those not
exposed.
REAL ESTATE
People are
4x more likely to
visit a real estate
advertiser’s
website
when exposed to radio
advertising than those not
exposed.

8. Source: Commercial Radio Australia. (2012). People Connect with Radio
Almost 23% take action after 1 day; this demonstrates the value
of radio in providing both an instant uplift and a driver in brand
recall message retention. Radio is proven to deliver for brands
seeking short-term responses to offers.
WITHIN 24HRS
1 – 3 DAYS
OVER 3 DAYS
PROPORTION OF TOTAL BROWSING VS TIME SINCE LAST EXPOSED TO RADIO ADS

9. Source: [1] Commercial Radio Australia. 2016. [2] Colmar Brunton “Radio and Digital Media” Study, March 2012.
In fact, 45% of listeners taking action did so after only 1 or 2 exposures to
the advertiser’s message.
Plus, people spend almost 15 hours a week listening to commercial radio,
which means listeners are exposed to advertising messages several
times over an extended period, further, increasing the likelihood of them
visiting advertised websites.
% who take action after each ad exposure
5%
29%
21%
36%
9%
5+
4
3
2
1
Frequencyofexposuretoad.

10. Source: RAB UK, 2007. Word of Mouse – How radio optimises internet search.
39%
50%
Control Group (exposed to
non-relevant radio ads)
Test Group (exposed to
relevant radio ads)
That’s a 28%
increase
Exposure to radio advertising can increase the appeal of brand sites as part of the search process.

11. Source: 2015 Colmar Brunton Media Spend ROI Study.
When online only ads are used it results in an average ROI increase of 14%
(ranging from -3 to 64% increase). However, when two channels are used, radio +
online is the strongest combination with an average ROI increase of 23% (ranging
from 0 to 74% increase).
AV E R A G E R O I O N M I X E D
A N D O N L I N E O N LY
C A M PA I G N S

12. Source: SCA Research Digital Study. April 2016. Thinking about your average WEEKDAY...When CONSUMING MEDIA at
various times of the day, which audio-visual devices or services are you using at that time? People 18-54 N=1,804
0%
10%
20%
30%
40%
50%
60%
70%
Before 5:00am 5:01am - 7:00am 7:01am - 9:00am 9:01am - 11:00am 11:01am - 1:00pm 1:01pm - 3:00pm 3:01pm - 5:00pm 5:01pm - 7:00pm 7:01pm - 9:00pm After 9:00pm
Radio DAB+ Streaming music services (eg. Spotify) Radio station websites Facebook Instagram Snapchat Youtube
R A D I O & M E D I A U S A G E A C R O S S T H E D AY
P E O P L E 1 8 - 5 4
Due to radio’s ability to be used in conjunction with social media, the
two platforms work quite well together. Facebook and YouTube peak in
usage of an evening when people are not listening to the radio.

13. Source: SCA Research Studies 2016 / 2017.
E X A M P L E S O F W H E R E R E S P O N D E N T S W E N T T O T H E W E B S I T E A S A R E S U LT O F H E A R I N G T H E A D S
Of those who recall the radio ads for these brands, they looked up the brand online
26%
19%
17% 17%
12%
11%
10%
8%
7% 7% 7%
6% 6%
5%
4% 4%
Internet
Brand
Travel
Brand
Furniture
Brand
Outdoor
Furniture
Brand
Alcohol
Brand
Work Brand Dog
Treatment
Tool Brand Car Brand Software
Brand
Ute Brand Gambling
Brand
Solar
Company
Ute Brand Bourbon
Brand
Breakfast
FMCG

14. They are complimentary media – with many people listening to the radio while online. This
means a person can hear a relevant ad on the radio and be on a website with just a click!
Therefore, it is not surprising radio can prompt follow up online, boost brand bowsing and
multiply traffic to brand sites.
Radio and the internet just click!