Background and
outputs
Why did we build radioGAUGE?
% of brands spending £100k+ leaving radio doubled between 2004 - 2007
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2005 vs. 2004
2006 vs. 2005
2007 vs. 2006
What caused this?
barriers to increased investment in radio
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
Isolating the radio effect
Commercial Radio
Listeners*
COMPARED TO
–
–
–
–
–
Brand awareness
Brand perceptions
Ad awareness
Brand consideration
5Is creative score
*Matched GB representative samples
Red = benchmarked
Non-listeners to
Commercial radio*
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
Helped us gain a better
understanding of radio advertising…
A must-have tool for any radio advertiser
Source: radioGAUGE customer feedback survey
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
The effect of radioGAUGE UK:
£33m revenue advantage vs. other media
Year-on-year radio spend analysis of advertisers on radioGAUGE vs. other media
30.0%
25.0%
20.0%
15.0%
10.0%
24.0%
radioGAUGE
Advertisers
+25.4%
differential
Other
media
spend
5.0%
0.0%
-5.0%
-1.4%
The effect of radioGAUGE UK:
£33m revenue advantage vs. other media
Year-on-year radio spend analysis of advertisers on radioGAUGE vs. other media
30.0%
25.0%
20.0%
15.0%
10.0%
24.0%
radioGAUGE
Advertisers
+25.4%
differential
Other
media
spend
5.0%
0.0%
-5.0%
-1.4%
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
Unprompted brand awareness
- Top-of-mind: ‘First mention’
What names of (insert product category) can you think of?
36.2%
28.1%
First mention
19.0%
13.0%
6.5% 6.2%
Brand X
Competitor A
Competitor B
CR Listeners
4.4%
Competitor C
Non Listeners
Base: All respondents
Top 5 shown
7.2%
5.0%
5.3%
Competitor D
Unprompted brand awareness
- ‘All mentions’
What names of (insert product category) can you think of?
51.0%
43.0%
All mentions
31.0%
27.0%
21.0%
Brand X
Competitor A
18.0%
Competitor C
CR Listeners
20.1%
16.0%
Competitor B
Non Listeners
Base: All respondents
Top 5 shown
14.0%
18.0%
Competitor D
Prompted brand awareness
- ‘All mentions’
Thinking of (product category), have you heard of brand X?
66.2%
All mentions
54.2%
CR Listeners
Non Listeners
CR Listeners
Non Listeners
Base: All respondents
‘Yes’ response (%)
Ad Awareness
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%
34.3%
20.0%
CR Listeners
Non Listeners
Base: All aware of brand
‘Yes’ response (%)
Ad awareness – benchmark
weighted 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
3.5%
2.6%
2.8%
Avg
Sector Average
Base: All aware of brand
vs. radioGAUGE average
Brand X
Brand Perceptions
(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%)
28.7%
15.6%
CR Listeners
Base: All respondents
Non Listeners
(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%)
18.9%
7.5%
CR Listeners
Base: All respondents
Non Listeners
(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%)
12.1%
4.2%
CR Listeners
Base: All respondents
Non Listeners
Brand Consideration
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%
15.0%
7.1%
CR Listeners
Non Listeners
Base: All who would buy product category
Top % agree (8,9,10)
Brand consideration – benchmark
weighted by 30” equivalent GRPs
Difference in brand consideration, CR listener vs. Non-listener
+22.2% against radioGAUGE benchmark
+17.9% against FMCG benchmark
2.1%
2.0%
Sector Average
Brand X
1.6%
Avg
Base: All who would buy product category
Top % agree (8,9,10)
vs. radioGAUGE avge
Creative Measures
Measuring creativity
•
RAB’s
5i’s of Radio Creativity
•
Scoring each commercial against 11 statements, measuring the following metrics:
•
•
•
•
•
Involvement
Identity
Impression
Information
Integration
5i’s scores
Which of these words and phrases do you feel could be applied to this radio advertising?
Involvement
Integration
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Identity
Information
Impression
Brand X
Base: All CR listeners
Mean score (max 10)
5i’s scores vs. radioGAUGE average
Which of these words and phrases do you feel could be applied to this radio advertising?
Involvement
Integration
Information
Brand X
Identity
-9
07
06
70
Impression
RadioGauge Average
Base: All CR listeners
Mean score (max 10)
Sector Average
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
7.5
5.8
6.1
Avg
Sector Average
• Max = 7.5
• Min = 4.4
7.3
5.3
Best Performer 1
Base: All CR listeners
Mean score (max 10)
Best Performer 2
Brand X
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
7.7
6.4
6.6
Avg
Sector Average
Best Performer 1
Base: All CR listeners
Mean score (max 10)
7.3
Best Performer 2
• Max = 7.7
• Min = 4.8
6.4
Brand X
Impression – benchmark
Which of these words and phrases do you feel could be applied to this radio advertising?
• Speaks my language
• Annoying
• Makes you feel more positive
• The ads that create the best impression are straightforward and respect the listener
5.4
5.5
Avg
Sector Average
6.5
6.4
Best Performer 1
Best Performer 2
Base: All CR listeners
Mean score (max 10)
• Max = 6.5
• Min = 3.6
5.5
Brand X
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
7.8
7.6
7.0
6.6
6.5
Avg
Sector Average
Best Performer 1
Base: All CR listeners
Mean score (max 10)
Best Performer 2
Brand X
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
8.1
5.7
7.7
5.8
4.6
Avg
Sector Average
Best Performer 1
Base: All CR listeners
Mean score (max 10)
Best Performer 2
Brand X
Creative integration drives overall creative
effectiveness
overall creative score
7.3
6.8
6.3
5.8
5.3
4.8
4.3
3.8
3.8
4.3
4.8
5.3
5.8
6.3
Integration score
Source: radioGAUGE
6.8
7.3
Good creativity can more than double ad awareness gains
Gain in weighted ad awareness per 100 GRPs indexed
216
200
150
100
100
50
0
Top quintile
creative score
Source: radioGAUGE
Bottom quintile
creative score
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
5.3
Stands out
6.2
5.3
I would listen to it
Involvement
5.9
It's clear who it is for
6.9
5.4
Advertising I would remember
5.5
Speaks my language
4.6
Annoying
Identity
6.2
5.9
Impression
5.0
5.7
5.8
Makes you feel more positive
Informative
6.2
Clear and easy to follow
6.8
6.8
4.8
Recognise catchphrase/slogan
4.5
Recognise music/voice
Base: All CR listeners
7.5
Information
6.0
5.5
Brand X
Sector Average
7.2
Mean score (max 10)
Integration
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 £248 for every £1 invested in research
Thank You
john@dipsticksresearch.com