Benchmarking marketing activity
This article is part of a series of articles on benchmarking marketing activity. Read more.
Radiocentre is the industry body for UK commercial radio with a remit to encourage greater use of radio advertising by promoting the benefits of the channel and best-practice learning to advertisers and agencies.
Ten years ago, in January 2008, Radiocentre launched a new radio campaign measurement and benchmarking initiative. Radiogauge set out to provide a wide range of individual advertisers with robust evidence of the impact of radio advertising on their brand and, crucially, by benchmarking their campaign performance against...