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Background and outputs
Why did we build RadioGAUGE?
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
2005 vs. 20042006 vs. 2005
2007 vs. 2006
% of brands spending £100k+ leaving radio doubled between 2004 - 2007
barriers to increased investment in radio
What caused this?
Source: RAB Benchmark Survey Jan 08
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!
What’s ground-breaking about RadioGAUGE?
• Isolates the radio effect
• Benchmarking
• Creative impact assessment
• Robust data, efficient system
• Sample structure: NATIONAL or REGIONAL
• Project design: TEST & CONTROL
• Sample size: 800 adults 16-54
• Number of waves: 26+
• Campaigns tested per wave: 3
COMPARED TO
Isolating the radio effect
– Brand awareness– Brand perceptions– Ad awareness– Brand consideration– 5Is creative score
Commercial RadioListeners*
Non-listeners toCommercial
radio*
*Matched GB representative samples Red = benchmarked
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
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
Effects of RadioGAUGE in the UK
Excellent research, thorough analysis, really understands
the client’s business
Excellent research, thorough analysis, really understands
the client’s business
Source: RadioGAUGE customer feedback survey
Helped us gain a better understanding of radio
advertising…
Helped us gain a better understanding of radio
advertising…
A must-have tool for any radio advertiser
A must-have tool for any radio advertiser
How has RadioGAUGE affected your opinions about radio creativity?
Source: RadioGAUGE customer feedback survey
How will RadioGAUGE influence your future creative use of radio?
Source: RadioGAUGE customer feedback survey
How will the RadioGAUGE debrief influence your investment in radio going forward?
Source: RadioGAUGE customer feedback survey
Total Radio
Market
The effect of RadioGAUGE UK: £32m revenue advantage vs. the market
RadioGAUGEAdvertisers
Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market
+22.5% differential
Total Radio
Market
The effect of RadioGAUGE UK: £32m revenue advantage vs. the market
RadioGAUGEAdvertisers
Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market
+22.5% differential
ROI of £103
for every pound spent
Example RadioGAUGE outputs
For individual campaigns
Brand X Radio Campaign
Presentation of RadioGAUGE Results
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
Results
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’
Brand Awareness
36.2%
19.0%
6.5%4.4% 5.0%
28.1%
13.0%
6.2% 7.2%5.3%
Brand X Competitor A Competitor B Competitor C Competitor D
CR Listeners Non Listeners
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?
51.0%
31.0%
21.0% 20.1%
14.0%
43.0%
27.0%
18.0% 16.0% 18.0%
Brand X Competitor A Competitor C Competitor B Competitor D
CR Listeners Non Listeners
Unprompted brand awareness- ‘All mentions’
Base: All respondents
All mentions
Top 5 shown
What names of (insert product category) can you think of?
66.2%
54.2%
CR Listeners Non Listeners
CR Listeners Non Listeners
Prompted brand awareness- ‘All mentions’
Base: All respondents
All mentions
‘Yes’ response (%)
Thinking of (product category), have you heard of brand X?
Ad Awareness
Ad awareness
Base: All aware of brand
‘Yes’ response (%)
20.0%
34.3%
CR Listeners Non Listeners
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%
2.6% 2.8%
3.5%
Avg Sector Average Brand X
Ad awareness – benchmarkweighted 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
Brand Perceptions
(Brand X)... are (bespoke brand measure 1)?
Base: All respondents
Top % agree (8,9,10)
15.6%
28.7%
CR Listeners Non Listeners
To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 1)?
Net radio gain = 13.1% points (84%)
(Brand X)... are (bespoke brand measure 2)?
Base: All respondents
Top % agree (8,9,10)
7.5%
18.9%
CR Listeners Non Listeners
To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 2)?
Net radio gain = 11.4% points (152%)
(Brand X)... is for people like me?
Base: All respondents
Top % agree (8,9,10)
4.2%
12.1%
CR Listeners Non Listeners
To what extent do you agree or disagree that (Brand X)... is for people like me?
Net radio gain = 7.9% points (188%)
Brand Consideration
Brand consideration
Base: All who would buy product category
Top % agree (8,9,10)
15.0%
7.1%
CR Listeners Non Listeners
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%
1.6%2.1% 2.0%
Avg Sector Average Brand X
Brand consideration – benchmarkweighted by 30” equivalent GRPs
Base: All who would buy product categoryTop % 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
Creative Measures
Measuring creativity
• RAB’s5i’s of Radio Creativity
• Scoring each commercial against 11 statements, measuring the following metrics:
• Involvement• Identity• Impression• Information• Integration
5i’s 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?
0.01.02.03.04.05.06.07.0
Involvement
Identity
ImpressionInformation
Integration
Brand X
5i’s 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?
- 9070670
Involvement
Identity
ImpressionInformation
Integration
Brand X RadioGauge Average Sector Average
5.8 6.1
7.5 7.3
5.3
Avg Sector Average Best Performer 1 Best Performer 2 Brand X
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
6.4 6.67.7 7.3
6.4
Avg Sector Average Best Performer 1 Best Performer 2 Brand X
Identity – benchmark
Base: All CR listeners
• The best ads used clearly recognised music, voices or campaign vehicles
Mean score (max 10)
• It’s 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
5.4 5.56.5 6.4
5.5
Avg Sector Average Best Performer 1 Best Performer 2 Brand X
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
6.6 6.5
7.8 7.6
7.0
Avg Sector Average Best Performer 1 Best Performer 2 Brand X
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
5.7 5.8
8.1 7.7
4.6
Avg Sector Average Best Performer 1 Best Performer 2 Brand X
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
Creative integration drives overall creative effectiveness
3.8
4.3
4.8
5.3
5.8
6.3
6.8
7.3
3.8 4.3 4.8 5.3 5.8 6.3 6.8 7.3
Integration score
overall
creativ
e s
core
Source: RadioGAUGE
Good creativity can more than double ad awareness gains
216
100
0
50
100
150
200
Top quintile creative score
Bottom quintile
creative scoreSource: RadioGAUGE
Gain in weighted ad awareness per 100 GRPs indexed
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
5.3
5.3
7.5
5.4
5.5
4.6
5.7
6.8
7.2
4.8
4.5
6.2
5.9
6.9
6.2
5.9
5.0
5.8
6.2
6.8
6.0
5.5
Stands out
I would listen to it
It's clear who it is for
Advertising I would remember
Speaks my language
Annoying
Makes you feel more positive
Informative
Clear and easy to follow
Recognise catchphrase/ slogan
Recognise music/ voice
Which of these words and phrases do you feel could be applied to this radio advertising?
Engagement
Survey tool
Conclusion
Conclusion
• (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.
Recommendations & Next Steps
Recommendations & Next Steps
• 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
Summary
RadioGAUGE summary
• No other system has benchmark-tested more radio advertising
• Uniquely sensitive to radio’s 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
Thank You