Speaking at the Radio Advertising Bureau's Autumn Conference 'Catch the New Radio Wave' yesterday, RAB managing director Simon Redican announced details of RadioGauge, designed to allow advertisers to understand the specific effects they achieve as a result of their advertising campaigns on radio.
RadioGauge will provide a measure of how radio advertising has driven advertising awareness and brand consideration, as well as two brand diagnostics bespoke to each participating advertiser. The research will reveal how each campaign performs in relation to the broader market by comparing individual campaign performance to a pool of relevant campaigns from other advertisers.
Said Redican, “We’re really excited about RadioGauge. The research will be conducted at regular fortnightly intervals, with capacity to measure up to three advertisers in each wave. Each of the advertiser ‘berths’ in the waves of research are offered free of charge to qualifying advertisers on a first come first served basis”.
Kicking off the conference and speaking to a sold out event of 450 media agency planners and buyers, creative agencies and advertisers, RAB chairman Martina King told delegates “In the under 45 audience, most demanded by advertisers, Commercial Radio continues to command the lion’s share of listening at 53.6% and in the younger 15-24 audience 75% listen every week. Even more encouraging is the fact that the new digital stations are really helping to drive the growth of radio – we are without doubt the market leaders in this area.”
King added, “Don’t underestimate the importance of digital – over 28% of adults tune in via digital platforms each week — DAB, online or through their digital television – but crucially, 41% of 15-24 year olds have listened to radio through one of these new platforms. Our audiences are strong and our revenues are building, radio really is on the crest of a new wave”.
Guest speakers included Richard Eyre, chairman of GCap, chairman of the IAB and media pluralist. He spoke about radio and the evolving media ecology. He told delegates how radio and online are entirely complementary media, and explored how technology will positively change the nature of the radio experience.
Ahead of the launch of the second national commercial DAB multiplex, Channel 4 Radio’s Nathalie Schwarz gave her thoughts on how the increased spectrum and new content ideas will help bring new listeners to Commercial Radio. And GCap’s Fru Hazlitt spoke of how far the radio industry has come to harmonise online and offline audiences and stressed the development potential which could benefit both station and advertiser brands.