Radio ramps up advertising push ahead of ratings return

There’s nothing quite like radio, according to industry body Commercial Radio Australia (CRA), with its new marketing push reminding would-be advertisers “there’s no countdown, blocker, fast forward or skip button” on radio ads.

According to the multi-channel campaign, which will run across radio, digital, social and trade marketing activities, “Your message is guaranteed to get through”.

The campaign kicked off today and acts as a further reminder to marketers about the medium as the industry awaits the return of the radio ratings.

The ratings were paused earlier this year as the COVID-19 pandemic prevented much of the research and in-market activity required to gather the numbers. The surveys, however, recommenced on 26 July. Research will be conducted until 19 September, with the numbers released on 29 September. The last figures for the metro markets came our on 16 April.