Give Us This Day Our Daily Effect

John Faasse
Media Knowledge Center, Kobalt Media Services BV, Netherlands

Karin Schut
Media Knowledge Center, Kobalt Media Services BV, Netherlands

INTRODUCTION

Although the use of electronic audience data collection methods lives up to the promise of providing at least a few countries around the world with daily accumulation curves for radio advertising reach, Passive People Meters cannot tell us whether people actually listened and paid attention to your advertising.

We know little about the way radio campaigns do their job. When does a radio ad start working? After one, six or twenty exposures? Do we see an effect within a day or after a week?

Relevant questions concerning minimum (threshold) levels of contact, optimal exposure levels, phasing, wear-out and decay levels for radio remain largely unanswered.