Radio ramps up advertising push ahead of ratings return

There’s nothing quite like radio, according to industry body Commercial Radio Australia (CRA), with its new marketing push reminding would-be advertisers “there’s no countdown, blocker, fast forward or skip button” on radio ads.

According to the multi-channel campaign, which will run across radio, digital, social and trade marketing activities, “Your message is guaranteed to get through”.

The campaign kicked off today and acts as a further reminder to marketers about the medium as the industry awaits the return of the radio ratings.

The ratings were paused earlier this year as the COVID-19 pandemic prevented much of the research and in-market activity required to gather the numbers. The surveys, however, recommenced on 26 July. Research will be conducted until 19 September, with the numbers released on 29 September. The last figures for the metro markets came our on 16 April.

Radio is ‘alive’ with possibilities, CRA said

The campaign highlight’s radio’s reach, speed-to-market and cut-through.

CRA said the campaign acknowledges the challenging conditions faced by businesses, and serves to educate them about the significant contribution that radio can make.

“With so much uncertainty everywhere, people are gravitating to radio to feel more connected to their local community,” said Ralph van Dijk, founding creative director of Eardrum, the creative agency behind the campaign. “Combine this reach and cut through to radio’s speed to market, and it couldn’t be a more relevant advertising medium for right now.”

CEO of CRA, Joan Warner, added: “We know that Australian businesses are facing challenging market conditions and understand that staying connected with customers is vital. Radio is a proven medium that delivers results and offers real value to businesses looking to restart marketing initiatives after a pause to get the message out there that they are open for business.”

The campaign will run for eight weeks across 260 commercial radio stations.


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