Ikea radio advert ‘Holidays’ created by Three Drunk Monkeys was the winner at the Siren Awards. This ad also won a Gold Lion at The Cannes Advertising Festival this year.

Snickers “Hoedown” was another past Siren award winner from Clemenger BBDO Melbourne. It remains a great example of creativity outside of the traditional 30 second spot.

2011 Industry Brand Campaign

PHASE 2

August 2011

People are

32%

more engaged with content on their favourite radio station

than the global media average

2011 - Phase 1

Source: Neuro Insight Pty Ltd Radio Engagement Study 2010

Relevant content causes an increase in engagement.

Radio content drives engagement

Source: Neuro Insight Pty Ltd Radio Engagement Study 2010

Engagement is higher with radio

Source: Neuro Insight Pty Ltd Radio Engagement Study 2010

Low

High

Ave

Engagement rises to 43% more engaged than global media average when the content is especially relevant or controversial

82% of Australians respond to radio content

Source: Hoop Group Radio Relevance Study.

Engagement leads to high response

64% take action as a result

of hearing a radio ad

Source: Hoop Group Radio Relevance Study.

2011 - Phase 2

‘Wrong Hands’

‘Tour’

‘Urgent Message’

Phase 2 Campaign

Key Fact

64% of listeners take action as a result of radio advertising

Research Methodology

Source: Hoop Group Radio Relevance Study.

35% of those surveyed listened to the radio while browsing the web.

Source: Hoop Group Radio Relevance Study.

Radio audience is growing

Source: Nielsen Radio Ratings Survey #4, 2011. 5 Metro Markets, Mon-Sun 0530 to 12mn. and same survey for 2010,2009, estimated for 2008

• Listening is increasing across all age groups YOY.• Radio and online are the only two mediums to grow

audience in 2010. • On average over 16 million Australians listened to

commercial radio each week in 2010

0

2000

4000

6000

8000

10000

12000

10+ 10-17 18-24 25-39 40-54 55-64 65+

10733

1222 1239

2723 2653

1358 1537

11721

1264 1405

3065 2779

1486 1721

2007 (000's)

2008 (000's)

2009 (000's)

2010 (000's)

2011 (000's)

Listening is strong

80% of people visit a website after hearing it on a radio ad

19% 21% 19% 16% 20%

66%71%

64% 68% 65%

12%8%

13% 11% 13%

3% 4% 5% 2% Every time a relevant ad is on the radio which refers to a website, I go there

Most of the time a relevant ad is on the radio which refers to a website, I go there

Sometimes when a relevant ad is on the radio which refers to a website, I go there

Never when a relevant ad is on the radio which refers to ad website, I do go there

Total Brand E Brand C Brand B Brand A

Radio and Online

TNS Study; Radio & Online 2007

That Radio Bloke Case Study Featured comedian Mark Mitchell talking with

media experts, listeners and advertisers, in a humorous take on the effectiveness of radio at promoting an advertiser’s website.

Listeners are encouraged to visit Mark’s website in the ads: thatradiobloke.com – and see what happens.

With the running theme of 'thatradiobloke.com' the campaign serves as an entertaining 'product demonstration' of radio driving online access as well.

The ads generate a lot of positive feedback from listeners so the opportunity to see the voice behind the campaign (Mark Mitchell) adds an interesting dimension.

That Radio Bloke Case Study

22204

36026

17039

873212884

29116

0

5000

10000

15000

20000

25000

30000

35000

40000

Feb Mar April May June July

Radio is a relevant and important part of Australians’ media consumption

Radio puts your brand in the conversation

•32% more engaged with radio content

•82% of people respond to radio content

•64% of people take action on hearing radio advertising,

•80% will visit a website when mentioned on radio.

What this means for advertisers

** Source: Hoop Group Radio Relevance Study.

* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010

• Diary methodology is the global currency for radio audience measurement

• Improvements made under the current contract include:one to a household diary placement; measurement of platform of listening;sticker diary;quota sampling of the difficult to reach 10-17 and 18-24 year age groups;24 hour diary

• New Technologies not yet ready for full operation following trials in a number of markets.

Radio Data Capture

•940,000 Listeners.

•Over 11 hours listening a week

•Approx 40% sales growth YOY

Digital Radio

Liar

Play Dumb

Reminder

Support Material

• Brochure• Presentation• Frequently Asked Questions (FAQs)• All downloadable plus more: commercialradio.com.au

For further information regarding the CRA Brand Strategy, Campaign and supporting research contact:

Dan O’Callaghan E : daniel.ocallaghan@commercialradio.com.auP: 02 9281 6577