Roberts Radio’s multi-platform campaign on Onic Hits proved a DAB-solute success, driving strong engagement across radio, digital audio, social, and display to boost brand impact.
The recent Roberts Radio campaign, which ran from May to August 2025, serves as a prime example of a successful multi-platform advertising strategy. The campaign, which was a sponsorship first of the newly created DAB+ station, Onic Hits, effectively reached its target audience of adults 18+ by using a diverse and integrated media strategy.
Campaign Performance Highlights
The campaign's success was driven by a variety of channels working together to reinforce the brand message. Here's a breakdown of the results across different platforms:
- DAB+/Stream: The backbone of the campaign included 3 brand stings per hour on the DAB+/Stream channel, resulting in a total of 6,048 brand stings played across the campaign period. Over 20,000 unique listeners spent an average of over 92 minutes listening to the stream over the 3 months.
- FM Radio: The FM radio promotions delivered a strong brand presence across our trusted stations including FM104, Q102, Cork 96, C103, Limerick Live 95 and LMFM, with 720 total spots played across these various Onic FM stations. Over 32% of the target audience in these regions heard the promos an average of 14 times.
- Digital Audio: The digital audio component successfully engaged a large number of listeners, especially on smart speakers and mobile devices. The campaign delivered almost 90,000 total impressions to 68,000 unique listeners, with a strong listen-through rate of almost 80%.
- Social Media: The social media content provided a vibrant visual element to the overall campaign. The campaign engaged with audiences on TikTok and Instagram through in house designed video content.
- Digital Display: The digital display campaign delivered a total of just over 65,000 impressions, with a 0.11% click-through rate (CTR) which exceeds the baseline CTR of 0.09%.
The Takeaway
This campaign showcased the ability of DAB+ sponsorship to lead an integrated strategy to create a vibrant and interactive experience for listeners and consumers, successfully driving brand exposure across all channels. The results prove the power of a multi-platform approach where different channels work together to reinforce the overall brand message.
