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 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 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, 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 On average over 16 million Australians listened to commercial radio each week in 2010 Listening is strong

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

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 and 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 : P: