By: ISAIAH AIDIL IBRAHIM
KUALA LUMPUR: Deb Hishon, Media Measurement Director and New Zealand Gfk opens the talk on the ways of how to better sell radio, by introducing RADIO 360°.
A research measurement tool for Commercial Radio & Audio (CRA) that provides the first look at the rapidly growing listeners among audiences in Australia across all platforms and devices.
Hishon stated that RADIO 360° provides a significant change to audience methodology and Australian radio ratings, in return to capitalise digital audiences’ potential, by providing an alternative route to build revenue.
Currency results in terms of reach and share remain consistent with ratings, showing improvement in credibility and evolution of the radio system in Australia.
She said that data integration for research is the key to the future of audience measurement as “Evolution comes from building on existing framework and technology.”
The second speaker Jo Dick, Chief Commercial Officer, CRA proposed the CRA strategy to protect, modernise, digitise and grow to appeal to agencies and advertisers.
Evidence based research, education on the role of audio and industry engagement are some of the ways used to change advertising and agency perception around the channel’s effectiveness in increasing revenue.
She stated that the commercial radio industry is “ahead of the game,” as digital audio grew 24% in the Australian IAB figures driven by podcasting by 32%.
She also mentioned that as the industry continues to evolve, radio remains a powerful and cost-effective medium, especially in Australia, where it consistently outperforms other media channels in terms of awareness, consideration, and loyalty.
At the recent “Audio Edge” event in Melbourne, she emphasised radio’s unique position as the “ultimate sidekick,” capable of supporting and enhancing other media channels.
As a small investment in radio can lead to significant returns, adding extra reach and efficiency to its clients’ campaigns.
For instance, McDonald’s saw improved synergy across all media channels after increasing its radio advertising, proving that radio doesn’t just work effectively, it also amplifies the effectiveness of other media channels.
