What is RadioGauge?
RadioGauge is an ongoing research project, funded entirely by the Commercial Radio industry, designed to help a broad range of radio advertisers understand the specific effects they have achieved as a result of their radio advertising campaigns.
What can it tell me?
RadioGauge provides a measure of how radio advertising has driven advertising awareness and brand consideration, as well as two brand diagnostics bespoke to each participating advertiser.
RadioGauge reveals how each campaign performs in relation to the broader market by comparing individual campaign performance to a pool of relevant campaigns from other advertisers.
RadioGauge quantifies the relative strength of radio creative execution, and seeks to demonstrate how results can be improved next time around by highlighting best practice creativity.
Campaign performance vs. market
Weighted ad awareness vs. relevant pool of campaigns. Source: RAB RadioGauge Pilot Study
How does RadioGauge work?
The study identifies the effect of radio advertising by comparing differences in brand awareness and consideration at the postcampaign stage between a sample of Commercial Radio listeners and a matched sample of non-listeners to Commercial Radio.
How does it measure creativity?
To quantify the role that creativity plays in delivering awareness and consideration measures, respondents score each commercial against 11 statements linking to the RAB 5Is creative evaluation process:
This consistent approach allows us to compare the creative strengths of individual commercials in relation to the average score derived across the total pool of commercials.
How do I get my brand measured on RadioGauge?
The research is conducted at regular fortnightly intervals, with capacity to measure up to three advertisers in each wave.
Each of the advertiser ‘berths’ in each wave of research are offered free of charge to qualifying advertisers on a first come, first served basis.
Qualifying advertisers are allocated to the wave of research that is closest to their campaign end date. Confirmed fieldwork dates across 2008 are as follows:
- w/c 16 & 30 January
- w/c 13 & 27 February
- w/c 13 & 27 March
- w/c 10 & 24 April
- w/c 8 & 22 May
- w/c 5 & 19 June
- w/c 10 & 24 July
- w/c 7 & 21 August
- w/c 4 & 18 September
What are the qualifying criteria?
- All campaigns to run on a broadly national level
- There is a minimum spend level of £350,000 for measured activity
- Campaigns must be booked by first Thursday of the month preceding campaign start date
- All tracked campaigns to be allocated a separate J-ET number, which is supplied to RAB
- All applications to be made with full client approval
How do I apply?
To apply for RadioGauge, please contact your RAB Strategy Consultant or call 020 7306 2500.
What about client confidentiality?
Brand specific measures will remain confidential from other advertisers, although the data will be used at an unbranded level for comparative purposes.
In terms of best practice demonstration, the RAB reserves the right to highlight advertising that performs strongly against the individual creative diagnostics. However, these creative diagnostic measures are not linked in any way to the effective scores of the individual brands.
Which research agency is conducting the research?
The project is managed by Other Lines of Enquiry, who have long standing experience of measuring the effects of radio advertising.
What is the planned methodology and sample size?
The research is conducted via selfcompletion online questionnaire, and the sample will be recruited via established online panels.
A total of 800 x 16-54 year old adults are interviewed in each wave of research. Listener and non-listener samples will be matched in terms of age, gender and regionality.
Will it be possible to look at results amongst a specific audience?
The study is intended to provide an indicator of effectiveness amongst a broad sample of radio listeners only.
How will the research strip out the effects of other media activity?
Our long history of radio research experience suggests that comparing effects between matched samples of listeners and non-listeners is the most effective way of isolating the radio effect.