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Background and outputs

Background and outputs. Why did we build radioGAUGE ?. % of brands spending £100k+ leaving radio doubled between 2004 - 2007. What caused this?. barriers to increased investment in radio. Source: RAB Benchmark Survey Jan 08. A first for radio.

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Background and outputs

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  1. Background and outputs

  2. Why did we build radioGAUGE? % of brands spending £100k+ leaving radio doubled between 2004 - 2007

  3. What caused this? barriers to increased investment in radio Source: RAB Benchmark Survey Jan 08

  4. 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!

  5. What’s ground-breaking about radioGAUGE? • Isolates the radio effect • Benchmarking • Creative impact assessment • Robust data, efficient system

  6. Sample structure: NATIONAL or REGIONAL • Project design: TEST & CONTROL • Sample size: 800 adults 16-54 • Number of waves: 26+ • Campaigns tested per wave: 3

  7. Isolating the radio effect • Brand awareness • Brand perceptions • Ad awareness • Brand consideration • 5Is creative score COMPARED TO Non-listeners to Commercial radio* Commercial Radio Listeners* *Matched GB representative samples Red = benchmarked

  8. 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

  9. 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

  10. Effects of radioGAUGE in the UK

  11. Excellent research, thorough analysis, really understands the client’s business Helped us gain a better understanding of radio advertising… A must-have tool for any radio advertiser Source: radioGAUGE customer feedback survey

  12. How has radioGAUGE affected your opinions about radio creativity? Source: radioGAUGE customer feedback survey

  13. How will radioGAUGE influence your future creative use of radio? Source: radioGAUGE customer feedback survey

  14. How will the radioGAUGE debrief influence your investment in radio going forward? Source: radioGAUGE customer feedback survey

  15. The effect of radioGAUGE UK: £33m revenue advantage vs. other media Year-on-year radio spend analysis of advertisers on radioGAUGEvs. other media radioGAUGE Advertisers Other media spend +25.4% differential

  16. The effect of radioGAUGE UK: £33m revenue advantage vs. other media Year-on-year radio spend analysis of advertisers on radioGAUGEvs. other media ROI of £248 for every pound spent radioGAUGE Advertisers Other media spend +25.4% differential

  17. Example radioGAUGE outputs For individual campaigns

  18. Brand X Radio Campaign Presentation of radioGAUGE Results

  19. 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

  20. Results

  21. 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’

  22. Brand Awareness

  23. Unprompted brand awareness- Top-of-mind: ‘First mention’ What names of (insert product category) can you think of? First mention Base: All respondents Top 5 shown

  24. Unprompted brand awareness- ‘All mentions’ What names of (insert product category) can you think of? All mentions Base: All respondents Top 5 shown

  25. Prompted brand awareness- ‘All mentions’ Thinking of (product category), have you heard of brand X? All mentions Base: All respondents ‘Yes’ response (%)

  26. Ad Awareness

  27. Ad awareness 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% Base: All aware of brand ‘Yes’ response (%)

  28. Ad awareness – benchmarkweighted by 30” equivalent GRPs Difference in ad awareness CR listener vs Non-listener Net radio gain - weighted +34.6% against radioGAUGE benchmark +25.0% against Sector benchmark Base: All aware of brand vs. radioGAUGE average

  29. Brand Perceptions

  30. (Brand X)... are (bespoke brand measure 1)? To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 1)? Top % agree (8,9,10) Net radio gain = 13.1% points (84%) Base: All respondents

  31. (Brand X)... are (bespoke brand measure 2)? To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 2)? Top % agree (8,9,10) Net radio gain = 11.4% points (152%) Base: All respondents

  32. (Brand X)... is for people like me? To what extent do you agree or disagree that (Brand X)... is for people like me? Top % agree (8,9,10) Net radio gain = 7.9% points (188%) Base: All respondents

  33. Brand Consideration

  34. Brand consideration 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% Base: All who would buy product category Top % agree (8,9,10)

  35. Brand consideration – benchmarkweighted by 30” equivalent GRPs Difference in brand consideration, CR listener vs. Non-listener +22.2% against radioGAUGE benchmark +17.9% against FMCG benchmark Base: All who would buy product category Top % agree (8,9,10) vs. radioGAUGE avge

  36. Creative Measures

  37. Measuring creativity • RAB’s 5i’s of Radio Creativity • Scoring each commercial against 11 statements, measuring the following metrics: • Involvement • Identity • Impression • Information • Integration

  38. 5i’s scores Which of these words and phrases do you feel could be applied to this radio advertising? Base: All CR listeners Mean score (max 10)

  39. 5i’s scores vs. radioGAUGE average Which of these words and phrases do you feel could be applied to this radio advertising? Base: All CR listeners Mean score (max 10)

  40. Involvement – benchmark Which of these words and phrases do you feel could be applied to this radio advertising? • Stands out • I would listen to it • The most involving ads make the listener want to follow the story • Max = 7.5 • Min = 4.4 Base: All CR listeners Mean score (max 10)

  41. Identity – benchmark Which of these words and phrases do you feel could be applied to this radio advertising? • It’s clear who it is for • Advertising I would remember • The best ads used clearly recognised music, voices or campaign vehicles • Max = 7.7 • Min = 4.8 Base: All CR listeners Mean score (max 10)

  42. Impression – benchmark • 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? • The ads that create the best impression are straightforward and respect the listener • Max = 6.5 • Min = 3.6 Base: All CR listeners Mean score (max 10)

  43. Information – benchmark Which of these words and phrases do you feel could be applied to this radio advertising? • Informative • Clear and easy to follow • Strong ads have a clear, single-minded message • Max = 7.8 • Min = 4.2 Base: All CR listeners Mean score (max 10)

  44. Integration – benchmark Which of these words and phrases do you feel could be applied to this radio advertising? • Recognise catchphrase/slogan • Recognise music/voice • Strong performers link with TV campaigns using music, voices • Max = 8.1 • Min = 3.9 Base: All CR listeners Mean score (max 10)

  45. Creative integration drives overall creative effectiveness Source: radioGAUGE

  46. Good creativity can more than double ad awareness gains Gain in weighted ad awareness per 100 GRPs indexed Top quintile creative score Bottom quintile creative score Source: radioGAUGE

  47. Creative diagnostics – (Brand X) Which of these words and phrases do you feel could be applied to this radio advertising? Overall creative score = 5.8 Involvement Identity Impression Information Integration Base: All CR listeners Brand X Sector Average Mean score (max 10)

  48. Engagement

  49. Survey tool

  50. Conclusion

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