Measuring Radio campaigns Understanding Radio’s role in driving response

Things to consider when determining a response Levels of response can vary widely depending on the nature of the service or product offered. An uplift in sales or footfall can take time to build, especially for non essential items or infrequent purchases – Measuring purchase consideration can be an alternative. Ensure your research objectives match the campaign objectives. Radio can indirectly influence response – this also needs to be captured.

The basic principle for understanding response Test vs control samples TEST AND CONTROL - PRINCIPLE ON WHICH ALL OUR COMMISSIONED STUDIES WORK – TEST WITHIN AN AREA WITH RADIO ON AND COMPARE TO A CONTROL AREA WITH RADIO OFF. THIS WILL ISOLATE THE IMPACT OF RADIO ON THE CAMPAIGN RESPONSE WHETHER THAT BE DIRECT OR INDIRECT. FOR MEASURING UPLIFTS IN AWARENESS – CAN JUST MAKE SURE THE SAMPLE YOU RECRUIT ENABLES YOU TO SEPARATE LISTENERS TO THE STATIONS YOU ARE RUNNING ON VS NON LISTENERS – SO CAN DO THAT NATIONALLY OR REGIONALLY FOR MEASURING SALES OR RESPONSE – REALLY BEST TO SEPARATE YOUR TEST AND CONTROL GEOGRAPHICALLY. Listeners vs non listeners (matched age, gender, region, etc.) Geographical test region (radio on) vs control region (no radio)

Tips for measuring indirect response effect of radio Compare relevant data (e.g. web visits, sales) between a radio advertised and non-radio advertised region These regions should be broadly matched in terms of population profile and exposure to all other media activity – normally in the same TV region Monitor data between both regions in the three months preceding radio advertising activity to understand the base level relationship in response/sales Use this as a comparison point for how this relationship changes during and post the radio advertising to understand the radio effect across all metrics ITS ABSOLUTELY CRITICAL TO MATCH YOUR SAMPLES OR TEST AND CONTROL REGIONS IN EVERY OTHER RESPECT – SOCIO-DEMOGRAPHICS, MEDIA CONSUMPTION AND THEREFORE LIKELY EXPOSURE TO YOUR ADVERTISING ON OTHER MEDIA ETC. SO ANY DIFFERENCE IN TRENDS BETWEEN THE TWO IS GOING TO BE DOWN TO THE RADIO. IF YOU ARE USING TEST AND CONTROL REGIONS TO ISOLATE THE SALES EFFECT ALSO NEED TO FIND A MATCH IN TERMS OF SALES PATTERNS AND ALSO TV RATINGS (ONE OF THE REASONS WE OFTEN DON’T RECOMMEND USING LONDON AS A TEST OR CONTROL BECAUSE OFTEN TV RATING DELIVERY IS DIFFERENT AND BEHAVIOURS OR SALES PATTERNS CAN BE DIFFERENT TOO.

Social media response = an incomplete picture A call to action via social media would provide an indication of the level of impact your campaign has had amongst only those most willing to use social media.

Free post campaign ad effectiveness via radioGAUGE Post campaign ad effectiveness tool provided by Radiocentre, available to nationwide clients (min £250k spend) Test & control sample to isolate Radio’s effect within the campaign. Measuring ad awareness, brand perception, consideration & creative engagement. Measured over 600 campaigns across 300 brands since launch, allowing campaigns to be benchmarked against sectors/ other media within radioGAUGE Predict tool

See typical uplifts you could expect based on real campaign data radiocentre.org/advertising QUICK DEMO OF RG PREDICT? (IF TIME)