People are six times more likely to go to an advertiser's website if have heard their advertisement on radio, according to latest research by Colmar Brunton, and 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% 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.
The main findings of the independent research, commissioned by Commercial Radio Australia, are:
- 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