CRA pumps Radio’s ‘call to action’ ability

Commercial Radio Australia have today released a research study showing that listeners are more likely to go to an advertisers website if they have heard the advertisement on radio.

There were six key findings in the study, conducted by Colmar Brunton:

• People are, on average, six times more likely to visit a brand's website if they hear a radio ad with a digital call to action, than those not exposed to the radio ad:

• Radio advertising has an immediate effect. Over three quarters (78%) of those who heard the ads took some form of digital activity within 24 hours:

• Commercial radio generates significantly more visits to a web page if a digital call to action is included in a commercial.

The results of the research have been used as the basis for the updated radio industry campaign (below) which will commence on 4 June.