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Presented at HEARD 2025 - The Annual Audio Industry Showcase

Tuning into growth

Moderated by Rose Herceg, President, Australia and New Zealand, WPP, joined by Paul Sinkinson, Managing Director - Analytic Partners, Marelle Salib, Chief Investment Officer - OMD (McDonald’s) and Olivia Martini, Senior Client Director - Carat (Dan Murphy’s).
HEARD 2025 - Tuning into Growth: Moderated by Rose Herceg, President, Australia and New Zealand, WPP, joined by Paul Sinkinson, Managing Director - Analytic Partners, Marelle Salib, Chief Investment Officer - OMD (McDonald’s) and Olivia Martini, Senior Client Director - Carat (Dan Murphy’s).

Heard 2025 - Tuning into growth

New research presented by Analytic Partners at HEARD 2025 reinforced radio’s unique ability to drive long-term return on investment (ROI), particularly through brand-focused advertising. Case studies from Nespresso, Dan Murphy’s, and McDonald’s Australia demonstrated how sustained creative and media support amplify cross-channel impact, with Nespresso achieving a 37% YOY improvement in radio ROI. Additionally, radio’s influence extended to boosting digital video (+13%), social (+11%), and search (+4%), showcasing its role as a multiplier in the media mix.

Paul Sinkinson, Managing Director of Analytic Partners, underscored the importance of long-term brand-building, noting that campaigns allocating at least 30% of spend to brand advertising achieve the highest returns. Research also revealed that extending campaign duration significantly lifts ROI—by 34% for 11–20 weeks, 60% for 21–30 weeks, and 65% for campaigns running over 31 weeks.

CRA CEO Lizzie Young reinforced the findings, stating, “Radio delivers more than reach; it drives emotional connection, creative synergy, and measurable impact.”