Commercial Radio and Audio (CRA)‘s HEARD returned for 2025 in Sydney with an all-star lineup and new research from Analytic Partners showcasing radio’s ability to deliver a long-term return on investment (ROI) through brand-focused advertising.

A recent campaign from Nespresso was used as part of a radio trial testing cross-channel impact through sustained, creative brand messaging. It achieved a 37% improvement in their radio ROI year-on-year (YOY), elevating the brand’s digital video by 13%, socials by 11%, and search by 4%.

Paul Sinkinson, Managing Director of Analytic Partners, said:

“Brand-focused advertising outperforms performance-driven campaigns 80% of the time, proving it’s the most effective choice for marketers seeking stronger ROI in an omnichannel world.

Notably, brands that dedicate at least 30% of their media spend to brand-building efforts consistently achieve the highest returns.

Results also show that running creative for longer durations yields significantly higher returns. Campaigns with 11-20 weeks of media support see a 34% increase to ROI, while campaigns lasting 21–30 weeks lift ROI by 60%, and those extending beyond 31 weeks deliver a 65% boost.”

Earlier trials conducted by Analytic Partners also saw Dan Murphy’s get a 19% uplift in Out of Home (OOH) results, an 18% boost in TV impact, and a 14% enhancement in online video effectiveness through the integration of brand-value radio ads. Similarly, by increasing the weight of brand advertising, McDonald’s Australia achieved a 13% increase in radio ROI, a 14% lift in TV, 12% in social media and 3% in online video.

Lizzie Young, Chief Executive Officer of CRA said:

“Radio delivers more than reach; it drives emotional connection, creative synergy, and measurable impact. By evolving advertising approaches to leverage audio’s distinctive strengths, brands can unlock new levels of performance and establish deeper connections with their audience.”