B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

11%

11% -- radio share of campaign budget for advertising campaign budget allocation to radio (Australian campaigns) (2018-2023)

Name: Radio Share Of Campaign Budget Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-07

2018-2023 · n=470 · Commercial Radio Australia (CRA)

Investing 11% of an advertising campaign budget in radio doubles campaign effectiveness.

Based on analysis of 470 Effie Award entries in the ACA Effectiveness Database (2018-2023)

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Attribution: Commercial Radio Australia (CRA) View source

Lighthouse Research Team

Last verified: 2026-09-07 · How we verify data →

Source verified Evidence graded

Value

11%

Unit

Percentage

Data Vintage

2018-2023

Entity

advertising campaign budget allocation to radio (Australian campaigns)

Sample Size

470

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Commercial Radio Australia (CRA) Primary Tier A

https://commercialradio.com.au/11percent ↗

Confidence: 63/100 Vintage: 2018-2023 Channel: Wayback

Source Article

Radio investment doubles campaign impact

Radio investment doubles campaign impact Investing just 11% of your campaign budget in radio will double its effectiveness, a ground-breaking Australian study* has revealed. Professor Mark Ritson, widely acknowledged as one of the world’s leading marketing educators, collaborated with CRA to better …

Original Research

Commercial Radio Australia (CRA) · Original study ↗

Methodology

Study by Prof. Mark Ritson in collaboration with Commercial Radio Australia (CRA) analysing the Advertising Council of Australia (ACA) Effectiveness Database, which includes all 470 Effie Award entries since 2018. Finding: investing 11% of campaign budget in radio doubles campaign effectiveness (comparison of avg # of business effects for campaigns with positive eSOV vs all ACA campaigns). 'Double effectiveness' excluded as a standalone stat per bare-multiplier rule (no baseline number given); captured here as context.

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

advertising campaign budget allocation to radio (Australian campaigns): 11% radio share of campaign budget. Source: Commercial Radio Australia (CRA) (2018-2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/radio-11percent-budget-share-campaign-impact

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<blockquote cite="https://lighthousedata.io/data/radio-11percent-budget-share-campaign-impact" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11%</strong> -- radio share of campaign budget for advertising campaign budget allocation to radio (Australian campaigns)<br><small>Source: Commercial Radio Australia (CRA) (2018-2023) · <a href="https://lighthousedata.io/data/radio-11percent-budget-share-campaign-impact" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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