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Background and outputs. Why did we build RadioGAUGE? % of brands spending £100k+ leaving radio doubled between 2004 - 2007.

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Presentation on theme: "Background and outputs. Why did we build RadioGAUGE? % of brands spending £100k+ leaving radio doubled between 2004 - 2007."— Presentation transcript:

1 Background and outputs

2 Why did we build RadioGAUGE? % of brands spending £100k+ leaving radio doubled between

3 barriers to increased investment in radio What caused this? Source: RAB Benchmark Survey Jan 08

4 A first for radio Competition to design a system to evaluate radio advertising Show every advertiser how their radio campaigns performed Optimise the creative impact of radio commercials We won!

5 Whats ground-breaking about RadioGAUGE? Isolates the radio effect Benchmarking Creative impact assessment Robust data, efficient system

6 Sample structure: NATIONAL or REGIONAL Project design: TEST & CONTROL Sample size: 800 adults Number of waves:26+ Campaigns tested per wave:3

7 COMPARED TO Isolating the radio effect – Brand awareness – Brand perceptions – Ad awareness – Brand consideration – 5Is creative score Commercial Radio Listeners* Non-listeners to Commercial radio* *Matched GB representative samples Red = benchmarked

8 why test & control? Tried and tested = low risk (200 radio campaigns tested in the UK) Very cost efficient – 3 campaigns tested per wave with high sample sizes Isolates radio's impact – cuts through multimedia advertising effects Low effort – simple logistics, minimal input from advertisers & agencies

9 principles we learnt the hard way... Keep it simple at first – focus on one type of campaign Get that right and then move on to measure other campaign types More campaigns tested = better cost efficiency More advertisers debriefed = better revenue / ROI performance Bigger samples give better results If we keep it simple and cost efficient it will run for longer

10 Effects of RadioGAUGE in the UK

11 Excellent research, thorough analysis, really understands the clients business Source: RadioGAUGE customer feedback survey Helped us gain a better understanding of radio advertising… A must-have tool for any radio advertiser

12 How has RadioGAUGE affected your opinions about radio creativity? Source: RadioGAUGE customer feedback survey

13 How will RadioGAUGE influence your future creative use of radio? Source: RadioGAUGE customer feedback survey

14 How will the RadioGAUGE debrief influence your investment in radio going forward? Source: RadioGAUGE customer feedback survey

15 Total Radio Market The effect of RadioGAUGE UK: £32m revenue advantage vs. the market RadioGAUGE Advertisers Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market +22.5% differential

16 Total Radio Market The effect of RadioGAUGE UK: £32m revenue advantage vs. the market RadioGAUGE Advertisers Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market +22.5% differential ROI of £103 for every pound spent ROI of £103 for every pound spent

17 Example RadioGAUGE outputs For individual campaigns

18 Brand X Radio Campaign Presentation of RadioGAUGE Results

19 Brand X Radio Campaign Target audience: – ABC1 Radio campaign dates: – June-July Research fieldwork conducted: – w/c July Radio campaign ratings: – 489 Other media included press and online

20 Results

21 Headline Summary A strong performance in terms of effectiveness, with all key measures showing gains among Commercial Radio listeners. –Ad awareness gain above RadioGAUGE benchmarks –Brand Consideration above RadioGAUGE benchmark –Brand measure see good gains A solid creative performance –Creatively in-line with RadioGAUGE average –Scoring particularly well on Information

22 Brand Awareness

23 Unprompted brand awareness - Top-of-mind: First mention Base: All respondents Top 5 shown First mention What names of (insert product category) can you think of?

24 Unprompted brand awareness - All mentions Base: All respondents All mentions Top 5 shown What names of (insert product category) can you think of?

25 Prompted brand awareness - All mentions Base: All respondents All mentions Yes response (%) Thinking of (product category), have you heard of brand X?

26 Ad Awareness

27 Ad awareness Base: All aware of brand Yes response (%) Have you seen or heard any advertising for (Brand X) within the last 4 weeks? Net radio gain = 14.3% points (+71.5%) Weighted (30 equivalent GRPs) = 3.5%

28 Ad awareness – benchmark weighted by 30 equivalent GRPs Base: All aware of brand vs. RadioGAUGE average Net radio gain - weighted Difference in ad awareness CR listener vs Non-listener +34.6% against RadioGAUGE benchmark +25.0% against Sector benchmark

29 Brand Perceptions

30 (Brand X)... are (bespoke brand measure 1)? Base: All respondents Top % agree (8,9,10) To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 1)? Net radio gain = 13.1% points (84%)

31 (Brand X)... are (bespoke brand measure 2)? Base: All respondents Top % agree (8,9,10) To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 2)? Net radio gain = 11.4% points (152%)

32 (Brand X)... is for people like me? Base: All respondents Top % agree (8,9,10) To what extent do you agree or disagree that (Brand X)... is for people like me? Net radio gain = 7.9% points (188%)

33 Brand Consideration

34 Brand consideration Base: All who would buy product category Top % agree (8,9,10) If you were considering buying (product category) today, how likely would you be to consider (Brand X)? Net radio gain = 10.5% points (+23.3%) Weighted (30 equivalent GRPs) = 2.3%

35 Brand consideration – benchmark weighted by 30 equivalent GRPs Base: All who would buy product category Top % agree (8,9,10) vs. RadioGAUGE avge Difference in brand consideration, CR listener vs. Non-listener +22.2% against RadioGAUGE benchmark +17.9% against FMCG benchmark

36 Creative Measures

37 Measuring creativity RABs 5is of Radio Creativity Scoring each commercial against 11 statements, measuring the following metrics: Involvement Identity Impression Information Integration

38 5is scores Base: All CR listeners Mean score (max 10) Which of these words and phrases do you feel could be applied to this radio advertising?

39 5is scores vs. RadioGAUGE average Base: All CR listeners Mean score (max 10) Which of these words and phrases do you feel could be applied to this radio advertising?

40 Involvement – benchmark Base: All CR listeners The most involving ads make the listener want to follow the story Mean score (max 10) Stands out I would listen to it Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.5 Min = 4.4

41 Identity – benchmark Base: All CR listeners The best ads used clearly recognised music, voices or campaign vehicles Mean score (max 10) Its clear who it is for Advertising I would remember Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.7 Min = 4.8

42 Impression – benchmark Base: All CR listeners The ads that create the best impression are straightforward and respect the listener Mean score (max 10) Speaks my language Annoying Makes you feel more positive Which of these words and phrases do you feel could be applied to this radio advertising? Max = 6.5 Min = 3.6

43 Information – benchmark Base: All CR listeners Strong ads have a clear, single-minded message Mean score (max 10) Informative Clear and easy to follow Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.8 Min = 4.2

44 Integration – benchmark Base: All CR listeners Strong performers link with TV campaigns using music, voices Mean score (max 10) Recognise catchphrase/slogan Recognise music/voice Which of these words and phrases do you feel could be applied to this radio advertising? Max = 8.1 Min = 3.9

45 Creative integration drives overall creative effectiveness Source: RadioGAUGE

46 Good creativity can more than double ad awareness gains Top quintile creative score Bottom quintile creative score Source: RadioGAUGE Gain in weighted ad awareness per 100 GRPs indexed

47 Creative diagnostics – (Brand X) Base: All CR listeners Involvement Identity Impression Information Integration Mean score (max 10) Overall creative score = 5.8 Brand X Sector Average Which of these words and phrases do you feel could be applied to this radio advertising?

48 Engagement

49 Survey tool

50 Conclusion

51 (Brand X) radio campaign has produced gains among all key effectiveness measures, most notably Ad Awareness. Above the RadioGAUGE benchmarks for Consideration and Awareness. Also helping to drive gains within brand perceptions. Creatively, the ad performs particularly well on Information, scoring a respectable 5.8 overall.

52 Recommendations & Next Steps

53 The creative data proves that the radio commercials followed a similar creative pattern to the TV commercials This enabled listeners to very quickly identify the ad as a (Brand X) commercial We suggest using the catchy music from the TV work as a bed for the radio commercial This will add to the identity and integration of the radio commercial with other media (TV) and promote overall brand recognition

54 Summary

55 RadioGAUGE summary No other system has benchmark-tested more radio advertising Uniquely sensitive to radios strengths as a medium Low-risk: we know the pitfalls and are proven to get it right A revenue-generation tool - ROI of £103 for every £1 invested in research

56 Thank You


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