Speaking in Kuala Lumpur today, CRA’s Joan Warner previewed new research that shows radio and online deliver greater Return on Investment for advertisers than any other combination of media.
She told the Asia Media Summit that radio is successfully combining its core strengths of content creation with social media, to engage with audiences and “extend the life” of content.
Warner used the case study of a recording done a couple of years ago at Fox FM which went viral.
Fox invited the band Hanson into the studio where they recorded a cover of a Taylor Swift song.
After broadcast, the station posted it online and it went viral, then Taylor Swift retweeted it to her 58 million followers and played it at her concerts.
With broadcasters producing huge amounts of great content, and social media amplifying its effect, radio is confidently heading into the new media future, according to Warner. “Listeners love their radio station and they are loyal.”
When people talk about radio they say things like ‘that station is my favourite station,’ but no one ever says that about television stations. Radio has a special loyalty which television does not have, which has helped it to continue to be successful in the face of new media. “Radio has a head start when it comes to loyalty and engagement,” said Warner.
See the program here and follow the twitter conversation at #AMS2015. A more detailed conference report is on our Asia site AsiaRadioToday.