Radio effectiveness

Demonstrating the impact of radio

There is a wealth of industry research that demonstrates the impact of radio across a range of metrics when used as part of a wider media campaign.

Return on investment (ROI)

According to UK econometric analysis radio produces £7.70 revenue ROI for every pound spent – second only to TV overall, and higher in a number of product categories e.g. retail, finance, travel, automotive. This is supported by separate analysis which demonstrates that radio delivers profit ROI of £1.61 per £1 spend, again second only to TV.

Brand salience

When included in the mix, radio advertising significantly increases the effects of brand communication over TV advertising alone, helping brands spring to mind more readily in purchasing situations. See Radio: The Brand Multiplier for more detail.

Brand fame

Analysis of the IPA Databank reveals that including radio as part of the mix significantly increases the chance of achieving brand fame. 

Source: IPA Databank

Boosting awareness and consideration

Listeners demonstrate significantly higher ad awareness/brand consideration of radio advertised brands. Reallocating a proportion of a TV or press budget into radio increases overall ad awareness for no extra cost. 

Brand relevance and trust

Radio advertised brands feel more relevant and are more trusted by radio listeners. 

Radio and response

Radio drives response, especially online. See also Using Commercial Radio to drive response.

Case studies

See also the results from over 90 case studies in our searchable database. 

To see all of our recent research studies, click here.