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Predictive ROI demonstrates the business impact of radio-audio media.

Following its measurement of the ROI of its radio and audio offering in 2022–2023(1), NRJ Global has once again partnered with media and marketing consultancy CSA Data Consulting to conduct an exclusive study on the business performance of radio and audio media.

Using CSA Data Consulting’s new Enhanced Marketing Mix Modeling solution, this study aims to estimate the predictive ROI for advertisers integrating radio and audio media into their media strategy.

The findings are based on the analysis of seven advertiser case studies across the specialty retail, beverage, food, and banking sectors, and enable the estimation of ROI uplift at constant budget levels through media mix optimisation.

The results of the CSA Data Consulting study are not indicative of future performance.

Understanding Predictive ROI: key insights and implications

Following an introduction by Cécile Chambaudrie, President of NRJ Global, journalist Benoit Zante interviews Gaëlle Le Falher, Deputy Managing Director at CSA Data Consulting, and Franck Charnay, Deputy Managing Director at NRJ Global, to provide comprehensive insights into Predictive ROI.

KEY FINDINGS:

With the integration of radio and audio media and optimisation of the advertiser’s media mix, the study estimates an ROI uplift across the seven advertiser case studies, ranging from +6.8% to +25.1%.

In 2024, radio and digital audio accounted for only 3.8% of total advertising market investment(2).

The study concludes that activating radio and audio media, representing up to 17.9% of an advertiser’s media budget within a given sector, enables optimisation of campaign ROI(3).

Across the seven advertiser case studies, NRJ Global demonstrates ROI outperformance compared with one or more other activated media channels.

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CSA Data Consulting study based on its Enhanced MMM solution, leveraging communication campaign benchmarks across the specialty retail (167 campaigns), banking (32 campaigns), food (41 campaigns), and beverage (63 campaigns) sectors from 2022 to 2025. The study includes the analysis of seven advertiser case studies with media mix optimisation at constant budget levels. Average ROI (short-, medium-, and long-term). ROI: Return on Investment. The results of the CSA Data Consulting study are not indicative of future performance.

(1) CSA Data Consulting Effectiveness studies. Total weighted average ROI (short-, medium-, and long-term). ROI: Return on Investment. Benchmark modelling. For every €1 net invested: NRJ Global Radio ROI = €12.7; NRJ Global Audio ROI = €17.1. Radio study based on 115 radio campaigns conducted between 2019 and 2022 across the automotive, banking and insurance, retail, e-commerce, and services sectors. Digital audio study based on 47 digital audio campaigns conducted between 2020 and 2022 in the retail sector (grocery, apparel, automotive accessories, and consumer electronics). The performance results of CSA Data Consulting studies are based on campaigns run between 2019 and 2022 and are not indicative of future performance.

(2) BUMP-IREP 2024, net advertising revenue by media.

(3) Advertiser in the specialty retail sector.