CRA’s Radio Alive campaign promotes return on ad investment

Australia’s peak industry body Commercial Radio Australia has rolled out the latest phase of its Radio Alive campaign.

The new phase promotes the high return on investment of advertising on radio, and features brand success stories including ALDI, Koala and Liquorland.

“Advertising works and brands that invest in radio will be rewarded with a strong return on investment,” said CRA chief executive officer Joan Warner.

“Radio offers broad reach and allows brands to maintain their share of voice.”

The campaign shows off the succeess of national brands on radio, such as supermarket group ALDI and fast-growing online furniture and mattress retailer Koala.

The new ads were developed by Eardrum.

“Koala has invested in marketing to build a distinctive brand and radio has been a valuable element of that,” said Koala co-founder Dany Milham.

More than 10.7 million people tuned into commercial radio in 2018 each week, across the five major metro markets .

That number has increased 12% in the last five years and 22% over the last 10.