In a session at the recent Next Radio Conference, Aneka Hussan from the UK Radio trade body spoke about research that studied characteristics of great radio ads.
 
Radio Centre measured 750 radio campaigns in its ongoing Radio Gauge study.
 
They found that great creative does make a difference in the success of ad campaigns on radio.
 
The research compared the best and worst performing ads on the radio gauge measurement tool.
 
The top creative features of a successful campaign are:
 
A consistent creative idea across all platforms
 
A consistent sonic (eg. McDonalds)
 
A consistent voice (eg. Honda)
 
Consistent music that is in keeping with the brand values or specially produced jingles or brand songs. “Radio advertising and music is the perfect partnership.”