Brand-Focused Radio Ads Drive Cross-Channel Success for Dan Murphy’s and McDonald’s
Research from Analytic Partners and Commercial Radio & Audio (CRA) reveals how brand-focused radio advertising is a powerful driver of campaign return-on-investment for two of Australia’s biggest names: Dan Murphy’s and McDonald’s. By adjusting their radio strategies to focus on brand messaging, both brands experienced enhanced performance across their media mix, highlighting the unique synergy that radio provides.
Download the Dan Murphy’s and McDonald’s results here
Watch Paul Sinkinson, Managing Director of Analytic Partners, discuss the trial and results at our recent Audio Edge event.
Dan Murphy's Cross-Channel Boost
For Dan Murphy’s, radio became a pivotal part of its “Nobody Beats Dan Murphy’s” campaign, driving significant cross-channel amplification. The campaign, and the subsequent analysis by Analytic Partners, showed that brand-focused radio advertising delivered a +19% increase in Out of Home (OOH) effectiveness, an +18% lift in TV impact, and a +14% boost in online video performance.
Sam Byrne, Senior Integrated Media Manager at Dan Murphy’s, commented, “Radio played a pivotal role in elevating our brand message across channels. Historically, we’ve used radio for value messages, but using it for brand has not only supported our campaign goals but also strengthened our market presence.”
McDonald's ROI Surge
Similarly, McDonald’s Australia’s radio trial, focusing on brand messages over traditional product-centric ads, delivered a +13% increase in return on investment (ROI). The shift in strategy also had a ripple effect on other media channels, boosting TV performance by +14%, social media by +12%, and online video by +3%.
Martin Newman, National Media Manager at McDonald’s Australia, shared, “Radio’s impact has been incredible. The trial reinforced the value of radio in our media mix, helping us be more visible and present in the local communities we serve.”
Synergy Across Channels
Paul Sinkinson, Managing Director of Analytic Partners, noted, “Both the Dan Murphy’s and McDonald’s trials show that radio doesn’t just perform well on its own – it makes other media work harder. The integration of radio across their media channels has driven stronger total performance, making radio an indispensable part of their brand strategies.”
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