Brands using radio for advertising get almost eight times the ROI, according to new research.

But what does that actually mean, asks Sue Fernando of Media Buying Agency, The Media Shop.

As a Media Buying Agency our eyes are always glued to our calendars. That places us in good stead to tell you this month commercial radio celebrates its 40th birthday. (Those in the know will recall Capital Radio’s launch in London in October 1973.)

According to the first-ever analysis of cross-agency data by the Radio Advertising Bureau (RAB), radio advertisers on average get their money back 7.7 times over, with automotive and retailer brands showing an even higher performance.

The marketing world has been shaken by a controversial debate with one question at the epicentre: Do marketing agencies place too much emphasis on creativity and not enough on achieving return on investment? According to 78% of CEOs, they don't...

Since the report was published on July 11th there has been a backlash response from marketing agencies and other influential bodies in the industry slamming the claims. Their group disapproval is proof that not only marketing agencies but also CEOs believe that creativity and ROI is not an either or decision.

Truly creative and original concepts have little or no backing research to support the strategy pitch due to the experimental nature of the ideas. It is this detail that rings alarm bells for CEOs who are used to being reassured their investment will be well spent with a presentation of hard data and evidence to ensure an airtight profitable strategy.