In a world first, this study evaluates radio advertising effectiveness in detail in terms of revenue return on investment across a broad dataset. The results are based on an analysis conducted by Holmes & Cook of ROI data supplied by nine econometrics agencies representing all major media agency groups, covering over 2,000 individual campaigns across 517 separate advertising campaigns. The campaigns covered ten major sectors, and used a variety of multimedia combinations. All data were supplied direct by the agencies, and unbranded to preserve client confidentiality. Find out more...

This study reveals that brands which reallocate more of their ad budgets to radio see significantly higher returns in terms of overall campaign ROI. Currently radio carries 6% of all advertising budgets, but this study demonstrates that if budgets were reallocated to give radio a 20% share of total spend - with no increase in overall expenditure - the total campaign ROI raises by over 8%. For the top 100 radio advertisers, this is equivalent to recouping over £1.4bn additional return on their investment.