Ironing Board II (1995)
A study to quantify the degree to which radio communicates advertising messages...
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Contents
Introduction
What do we aim to achieve?
Ironing Board II -
Summary of Results
Methodology
Commercial Recall
Position in Break
Study Conclusions
Introduction
The original Ironing Board study has been the definitive Radio Research for the last 15 years. Commissioned by Saatchi and Saatchi in 1980 the study successfully quantified the recall of commercial radio messages amongst housewives under test conditions.
15 years on, MSM and Independent Radio News decided to
update the study, adding to its credibility and relevance, by focusing on today's
commercial radio market. The emphasis and objective of Ironing Board II is to update the
original results and investigate commercial radio listeners' ability to recall commercial
messages in both Conventional and Newslink advertising breaks.
What do we aim to achieve?
In the last 15 years the commercial radio market in the UK has changed beyond recognition. Commercial radio is now a major advertising meduim and an established choice amoungst a mature generation of listeners who have grown up with the medium. What is more, consumers today are far more advertising literate and exposed to an increasing number of advertising messages. We want to assess how all these changes have affected the housewife listeners' ability to recall radio messages effectively.
ILR remains an under-exposed medium for FMCG and Retail
advertisers. With its strong housewife profile and dominant audience delivery at key
pre-shopping times we will use the study to attract new advertisers to commercial radio by
proving the value of the powerful relationship today's housewives have their radio
station.
Ironing Board II - Summary of Results
- Amongst the housewife sample, recall of commercials within a Conventional advertising break was consistent, irrespective of position within the break.
- Average Total Spontaneous Recall of commercials within a Conventional advertising break was 25%.
- Average Total Spontaneous Recall of commercials within a
Newslink break was 35%
Methodology
CCC Research were commissioned to replicate the environment and methodology of the original Ironing Board Study. 306 housewives were individually invited to test a new starch product by ironing clothes for a period of 15 minutes. In the background the radio was 'switched on' to keep them company during the test. In reality the respondents were listening to pre-recorded tapes and, at the end of the product test, were questioned about the starch product and also their recall of the 'live' radio.
This was exactly the same methodology as used in the original 1980 study, except that with the new study there were two crucial differences: (I) sample design and (ii) radio output. For Ironing Board II, the respondents were all commercial radio listeners listening to their favorite radio station. The tapes they listen to ran in 'real time' and featured their regular presenters and features, with advertising breaks and news bulletins in conventional positions. So convincing were these tapes that not one respondent realized they were not listening to live output.
In the original study respondents were listeners to all radio. Of these, only a quarter would have been ILR listeners and familiar with commercial messages on radio. Furthermore, they were listening to a 'dummy' station that held none of the qualities of familiarity and listener loyalty that we now know are so important in communication between station and listener.
Real radio advertisments were used, all of which were at least two years old and for brands not currently advertising on radio. In total 10 adverts were used as in 1980, five appearing in any one test. Four commercials featured in a Conventional advertising break with the Newslink spot broadcast, as always, solus within the news. All commercials were evenly rotated so as to regularly appear in every position over the course of the study.
Commercial Recall
One of the most remarkable results was that of spontaneous recall. With no prompting and having had no indication that this would be asked, 25% of respondents were able to mention some aspect of each of the commercials which had been 'broadcast' in a Conventional advertising break. Even more encouragingly, the advertising remembered was predominantly referred to by brand name, not by the more generic label of product type or by element of the creative execution.
| 1995 Conventional Advertising Break | |
|---|---|
| Total Spontaneous Recall (any element) | 25% |
| Brand name recall | 21% |
| Product recall | 15% |
| Message recall (any message element) | 14% |
| Style recall (any style element) | 15% |
These figures are all the more impressive in comparison with the original study - the results for average brand name recall have improved from 8% to 21%. This can be attributed to the improved sample design, the use of respondents favorite radio station and also by the growth in advertising literacy and modern respondents willingness to accept commercial messages:
Specific Brand Name Recall
1980 - Average: 8% Product 0% 2% 4% 6% 8% 10% 12% 14% 16% Elastoplast - Kids -------------------------------- Ratners ---------------------------- Elastoplast - Adults --------------------------- Vogue Furniture - Beds ----------------- Nivea ---------------- Blue Sky Holidays ------------- Schweppes ------------- Vogue Furniture - Tables ------------ Concord -----------
1995 - Average: 21% Product 12% 14% 16% 18% 20% 22% 24% 26% 28% 30% 32% Ariel Indesit ----------------------------------------------- Comfort --------------------------------------- Kellogs (Crunchy Nut) ---------------------------------------- Mr. Kipling ---------------------------------------- Lyons Maid --------------------------- Twiglets -------------------------- Boost -------------------------- Spillers ------- Quick Brew -------- Coffee Mate -
Position in Break
For conventional advertising breaks the position in break did not have any real effect on any element of recall. This dispels, for this particular audience, the popular held belief that first in break delivers higher impact and recall.
Spontaneous Awareness By Commercial Position
| Conventional Ad Break | Brand Recall | Product Recall | Message Recall | Style Recall |
|---|---|---|---|---|
| First In Break | 21% | 16% | 14% | 14% |
| Remainder In Break | 22% | 15% | 13% | 13% |
In comparison, the solus positioning within news bulletins and the associated higher attention factors of Newslink advertisements, produced significantly better awareness levels.
| Brand Recall | Product Recall | Message Recall | Style Recall | |
|---|---|---|---|---|
| Newslink Ad Break | 31% | 24% | 17% | 17% |
Study Conclusions
The survey results were unequivocal. In recreating as realistic a listening experience as is possible under test conditions Ironing Board II substantiates further commercial radio's effectiveness as a vehicle for FMCG and Retail advertisers.
Commercials in Conventional advertising breaks work extremely well in both brand and message communication to housewives.
Performance is enhanced via the newslink spot, where the unique environment proved 40% more effective at Total Spontaneous Recall than a Conventional advertising break.