Improve radio advertising with benchmarking

Examines how to improve radio advertising by using Radiocentre's new campaign measurement and benchmarketing initiative as an example of success.

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...

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