{"id":1090,"date":"2025-02-11T05:51:47","date_gmt":"2025-02-11T05:51:47","guid":{"rendered":"http:\/\/www.radioindustrynews.com.au\/?p=1090"},"modified":"2025-02-11T05:51:47","modified_gmt":"2025-02-11T05:51:47","slug":"system1-research-reveals-how-marketers-can-maximise-their-radio-spend-effectively-doubling-the-double-in-roi","status":"publish","type":"post","link":"http:\/\/radioindustrynews.com.au\/index.php\/2025\/02\/11\/system1-research-reveals-how-marketers-can-maximise-their-radio-spend-effectively-doubling-the-double-in-roi\/","title":{"rendered":"System1 Research Reveals How Marketers Can Maximise Their Radio Spend \u2013 Effectively \u2018Doubling The Double\u2019 In ROI"},"content":{"rendered":"

New research from\u00a0System1<\/a>, The Creative Effectiveness Platform, presented at Commercial Radio & Audio\u2019s (CRA) HEARD audio showcase, has revealed how radio\u2019s full potential can be unlocked and drive new levels of effectiveness in advertising.<\/p>\n

The key, according to System1\u2019s new research, is Creative Fluency \u2013 ads that forge emotional connections, are memorable, and unmistakably tied to a brand through effective sonic branding.<\/p>\n

The research shows that when you pair creative fluency with an increase in radio spend to 11% of the media budget you can \u201cdouble the double\u201d in terms of the improvement in return on investment (ROI).<\/p>\n

\u201cLast year academic Mark Ritson showed that\u00a0allocating just 11% of a media budget to radio can double campaign business effects<\/a>, System1\u2019s findings reveal how marketers can now double that double,\u201d said Andrew Tindall, Senior Vice President of Global Partnerships at System1.<\/p>\n

\u201cWe all know radio is an affordable vehicle for mass reach with high attention, signalling strength and the ability to build brand awareness. We also know creativity fluency is the main way to increase campaign ROI so our research shows Australian brands how to double the double to get the most out of their radio\/audio campaigns.\u201d<\/p>\n

Despite radio\u2019s strength to double campaign effects, System1\u2019s analysis of 56 Australian audio campaigns with over 8,000 Aussie listeners has uncovered a huge opportunity to double the double. None of the ads achieved \u201cStrong\u201d or \u201cExceptional\u201d fluency (% of listeners correctly recalling the brand), with the average Australian audio campaign achieving 68% fluency.<\/p>\n

Additionally, the research predicts half of Australian radio ads will struggle to create enough of an emotional connection to change listener behaviour \u2013 with 50% scoring System1\u2019s lower 1 Star Rating (predicting \u2018low\u2019 brand-building potential). The message is clear: creative excellence can easily unlock exponential returns.<\/p>\n

System1\u2019s research pinpoints key strategies to maximise radio\u2019s effectiveness:<\/p>\n

    \n
  1. Strong, Consistent Branding<\/strong>\u00a0\u2013 Ads with strong branding will double brand trust gains. However, many brands fail to integrate their distinctive sonic brand assets clearly, consistently, early and regularly enough in ads.\u00a0BCF\u2019s “A to Z”<\/em>\u00a0campaign is a perfect example of how seamless branding throughout an ad can enhance recognition and recall.<\/li>\n
  2. Memorability\u00a0<\/strong>\u2013 Ads that brand early and avoid being dull dramatically improve recall per media reach. Ads must have something interesting to say.\u00a0Bing Lee\u2019s \u201cBirthday Sale\u201d<\/em>\u00a0and \u201cDumb Ways to Die\u201d<\/em>\u00a0campaigns showcase how distinct branding, creative storytelling, and smart execution make all the difference.<\/li>\n
  3. Leave Listeners Feeling Positive\u00a0<\/strong>\u2013 Positive emotionally engaging ads are far more likely to be shared and discussed, increasing fame effects and multiplying radio\u2019s mass reach.\u00a0Aldi\u2019s \u201cPanettone<\/em>\u00a0Christmas\u201d\u00a0<\/em>campaign shows how ads that resonate emotionally turn passive listeners into active brand advocates.<\/li>\n
  4. Entertain Wherever Possible<\/strong>\u00a0\u2013 Ads with more entertaining \u201cright-brain\u201d creative features such as Character, Story, Dramatic Pauses, Humour and Music dramatically increase positive emotional engagement, leading to a possible four-times more listener behaviour change.\u00a0Bupa\u2019s “Contagious Smile”<\/em>\u00a0proves that when creative fluency is nailed, advertising can spark real-world behaviour change.<\/li>\n<\/ol>\n

    Victoria Bitter\u2019s classic \u201cTheme Song\u201d from 2005 was the most successful campaign in System1\u2019s testing, with a strong 4.1 Star Rating. This shows the power of fluent, emotional and entertaining advertising but also a vote for consistency.<\/p>\n

    \u201cGreat radio advertising isn\u2019t just heard, it\u2019s remembered,\u201d adds Lizzie Young, CEO of CRA.<\/p>\n

    \u201cBrands that embrace creative fluency will see stronger recall, more engagement, and ultimately, better business outcomes. This research proves the power of radio when it\u2019s creative, memorable, and deeply connected to the brand.\u201d<\/p>\n

    Backed by over a decade of data and insights from 50,000 consumer responses across 131 campaigns, System1\u2019s\u00a0Listen Up!<\/a>\u00a0findings reveal the transformative impact of emotionally engaging ads. These ads deliver a 92% increase in social sharing, a 1.3x boost in word-of-mouth recommendations, and a 1.66x increase in ad recall per 100 GRPs. Moreover, audio ads generate 1.15x more emotional intensity than visual ads at comparable exposure levels and are 20% more likely to be recalled.<\/p>\n

    About System1<\/p>\n

    System1 is The Creative Effectiveness Platform that harnesses the power of emotion to drive\u00a0growth for the world’s leading brands.<\/p>\n

    Our Test Your Ad (TYA) and Test Your Innovation (TYI) solutions quickly predict the short- and long-term\u00a0commercial potential of ads and ideas, giving marketers confidence that their creative concepts\u00a0will resonate with consumers and drive profitable commercial growth.\u00a0 Complementing TYA and TYI is\u00a0Test Your Brand (TYB), which measures the impact of ads and ideas on brand health.<\/p>\n

    With a database of over 100,000 ads, System1 allows brands to compare their\u00a0ads against\u00a0competitors, and System1\u2019s expert guidance helps brands improve the\u00a0effectiveness of\u00a0ads and\u00a0ideas.<\/p>\n

    System1 was founded in 2000 by Founder & President John Kearon and has operations in\u00a0Europe, North America, Brazil, Singapore, and Australia.\u00a0 For more information, visit system1group.com or follow\u00a0System1 on LinkedIn<\/a>.<\/u><\/p>\n

    <\/div>\n","protected":false},"excerpt":{"rendered":"

    New research from\u00a0System1, The Creative Effectiveness Platform, presented at Commercial Radio & Audio\u2019s (CRA) HEARD audio showcase, has revealed how radio\u2019s full potential can be unlocked and drive new levels of effectiveness in advertising. The key, according to System1\u2019s new research, is Creative Fluency \u2013 ads that forge emotional connections, are memorable, and unmistakably tied … Continue reading “System1 Research Reveals How Marketers Can Maximise Their Radio Spend \u2013 Effectively \u2018Doubling The Double\u2019 In ROI”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1090","post","type-post","status-publish","format-standard","hentry","category-australian"],"_links":{"self":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/1090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/comments?post=1090"}],"version-history":[{"count":0,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/1090\/revisions"}],"wp:attachment":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/media?parent=1090"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/categories?post=1090"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/tags?post=1090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}