LONDON: The UK Radio Advertising Bureau has launched RadioGauge, a fortnightly survey to measure how effectively radio commercials drive advertising awareness and brand consideration.
The research reveals how each ad campaign performs in relation to the broader market by comparing individual campaign performance to a pool of relevant campaigns from other advertisers.
RAB says RadioGauge quantifies the relative strength of radio creative execution, and seeks to demonstrate how results can be improved next time by highlighting best practice creativity.
It identifies the effect of radio ads by comparing differences in brand awareness, plus a post-campaign evaluation of commercial radio listeners versus a matched sample of non-listeners.
Data sourced from MrWeb.com (UK); additional content by WARC staff