Radio boosts digital activity – latest research

People are six times more likely to go to an advertiser’s website if they have heard their advertisement on radio, according to the latest research released today by Commercial Radio Australia.

The research shows that radio advertising has an immediate effect on people’s digital activity, with over three quarters of respondents or 78 percent of those exposed to advertising, visiting a website or Facebook page or searching for the brand online, within 24 hours.

Chief executive officer of Commercial Radio Australia, Joan Warner said the research shows the close connection between radio and online for advertisers.

“This research clearly identifies how well radio and digital media work together in building brand awareness and stimulating digital activity,” Ms Warner said.

According to CRA the results were consistent across sectors and showed even greater uplift in digital activity for the food, finance, government and motor vehicle categories.