Analytic Partners have revealed new research at the HEARD 2025 conference, showcasing radio’s ability to drive long-term ROI through brand-focused advertising.
The data focused on a recent campaign for Nespresso. When measured alongside previous radio trials, the data from Analytic Partners reveals the medium’s ability to push out messaging through sustained and creative ways.
The trial delivered a 37% year-on-year ROI increase, due to what Analytic Partners says is down to creative consistency and sustained media support. The strategy also lifted digital video by 13%, socials by 11%, and search by 4%.
Research from Analytic Partners presented at the HEARD 2025 conference.
Managing director of Analytic Partners, Paul Sinkinson said the data shows that “running creative for longer durations yields significantly higher returns”.
“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. 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,” he said.
Nespresso’s findings align with earlier trials conducted by Analytic Partners. For example, a trial involving liquor giant Dan Murphy’s saw a 19% uplift in Out of Home (OOH) results, 18% boost in TV impact, and a 14%
enhancement in online video effectiveness through the integration of brand-value radio ads.
Paul Sinkinson Managing Director, Australia and Asia at Analytic Partners.
The data also revealed that by increasing the weight of brand advertising versus the amount placed on price
messaging, McDonald’s Australia achieved a 13% increase in radio ROI. They also saw a 14% lift in TV, 12% in social media, and 3% in online video by increasing their investment in brand radio. These case studies highlight radio’s capability to enhance cross-channel performance and deliver tangible ROI.
Chief executive officer of CRA, Lizzie Young, commented on the research, “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.”