RAB Debuts Radio Advertising Research Tool

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The Radio Advertising Bureau is launching a research tool that will allow advertisers to gauge the effectiveness of their ad campaigns. The program debuts over the course of this week, and over 50 advertisers have already signed up.

Oliver Millman at the British business website Mad.Co.UK reports:

The tool, called RadioGauge, rolls out this week with advertisers including Ford, Specsavers and HMRC signed up for an initial nine-month period.

RadioGauge analyses consumer awareness of radio ad campaigns and compares on-air pushes with other relevant ads. People who listen to commercial radio, as well as non-listeners, will be surveyed to evaluate the impact of ad campaigns.

[…] Thomas Balaam, account director at MindShare, the media agency that represents Ford and Specsavers, said: “RadioGauge is a great tool to allow us to understand the specific effects that radio advertising achieves for our clients and we’re delighted that both Ford and Specsavers are taking part in the first wave”.

Sarah Crawley-Boevey at Brand Republic gives us a few details on how the data will be collected:

The research is conducted through an online self-completion questionnaire, with a sample of respondents recruited from online panels.

For each wave of research, 800 16 to 54-year-olds will be interviewed while listener and non-listener samples will be matched according to age, gender and location.

Firms taking part in the research are offered the service free of charge on a first-come, first-served basis.

By sampling both listeners and non listeners, RadioGuage should be able to paint a detailed portrait of radio’s place in the brand awareness game. I am sure that radio and advertising professionals will be keeping an eye on the results of each phase as they become available.

Other Lines of Inquiry, an expert media research company, will be managing the project over the next year. Interested advertisers and industry professionals should check out their page about RadioGauge for more details and FAQs about the program.

photo courtesy of Micah Taylor, used under this Creative Commons license

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2 Responses to “RAB Debuts Radio Advertising Research Tool”

  1. mediaguy Says:

    Not sure what the Radio Advertising BOARD is but I think you might be referring to a project happening in jolly old England and the RAB that can be found at http://www.rab.co.uk.

  2. George Williams Says:

    Mediaguy: Thanks for pointing out my mistake. It is actually the Radio Advertising Bureau (found online at http://www.rab.com), not “board,” as you pointed out. If there is a parallel project going on in England and you have any links I would love to see them!

    Thanks for stopping by and thanks for the correction!

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