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Research for radio ads launched

A new research tool which analyses campaign effectiveness for radio advertisers goes live this week. RadioGauge is designed to measure how participating radio advertising campaigns perform in terms of advertising awareness and brand consideration.

The study will identify the effect of radio advertising by comparing differences in brand awareness and consideration at the post-campaign stage between a sample of commercial radio listeners and a matched sample of non-listeners to commercial radio.

Over 50 advertisers will take part in the free research over the coming nine months with Ford, Specsavers and HMRC being unveiled as the brands that will take part in the first wave.

Simon Redican, managing director of the RAB said: “With RadioGauge we’re putting our money where our mouth is and offering advertisers quantifiable research. Advertisers will be able to see for themselves how radio is working for them and use the results to build their brand awareness further”.

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