System 1: Double the double

Heard 2025 - DOUBLE THE DOUBLE: SYSTEM1

New research from System1, The Creative Effectiveness Platform, presented at HEARD 2025 by SVP - Global Partnerships Andrew Tindall, revealed how brands can unlock radio’s full potential by leveraging Creative Fluency—ads that create strong emotional connections, boost memorability, and seamlessly integrate brand assets through sonic branding. The study reinforced Mark Ritson’s finding that allocating 11% of a media budget to radio can double campaign effectiveness. System1’s latest research takes this further, showing that brands optimising creative fluency can double the double, achieving even greater ROI gains. However, an analysis of 56 Australian audio campaigns found a major opportunity for improvement, with most ads failing to achieve strong brand fluency.

The research outlined key strategies for maximising radio’s effectiveness, including consistent branding, early brand cues, engaging storytelling, and entertaining creative elements like music and humour. Case studies such as Aldi’s Panettone Christmas and BCF’s A to Z campaign demonstrated how well-executed sonic branding and emotionally engaging content significantly boost recall and audience impact.

Lizzie Young, CEO of CRA, reinforced the findings, stating, “Great radio advertising isn’t just heard, it’s remembered. Brands that embrace creative fluency will see stronger recall, more engagement, and ultimately, better business outcomes. This research proves the power of radio when it’s creative, memorable, and deeply connected to the brand.”