Presentation of results Radiogauge Presentation of results

Agenda Introduction The Radiocentre campaign Results Summary and Next steps

Introduction

Radiogauge

Methodology Online Survey consisting of 800 respondents Survey lasting no longer than 15 mins Exposed vs Unexposed method (Commercial radio listeners and Non listeners) Respondents carry out an online survey lasting no longer that 15 minutes. We use an exposed vs unexposed method which allows us to isolate the radio effect…

Non listeners to Commercial Radio* Methodology Isolating the radio effect Measuring 3 brands per wave Matched GB representative sample COMPARED TO 536 Commercial Radio Listeners* 264 Non listeners to Commercial Radio* Measuring: Brand awareness Brand perceptions Ad awareness Brand consideration 5Is creative score We measure at a post campaign stage only and isolate the radio effect of radio by comparing the results between matched samples of commercial radio listeners and non listeners. To exploit the economies of scale, we also measure three different campaigns per wave of research. We capture additional information about their history of brand experience and other brand factors which provides the opportunity to weight results across our test and control samples to provide a balanced perspective on the effects of the radio campaign. radioGAUGE measures 5 key areas, brand awareness, ad awareness, brand perceptions, brand consideration and creativity. Due to the standardised methodology used we are able to compare the results achieved by the campaign to all relevant sector benchmarks. Purple = benchmarked

Benchmarks are based on over 700 campaigns

The Radiocentre Radio Campaign

The Radiocentre Radio Campaign Target audience: ABC1 Radio campaign dates: 1st – 27th December Research fieldwork conducted: w/c 9th January Ratings (GRPs): 579.0

Wider media context Other media used: TV National Press VoD YouTube OOH

Results

Headline Summary Ad measures Positive effects identified for the Radiocentre campaign with uplifts for commercial radio listeners. Brand Measures Listeners exposed to the Radiocentre radio campaign perceived the brand more positively. Strong Creative Measures Creative performance above Radiogauge. Performed well on Impression and Information.

Brand Awareness

Ad Awareness ‘Yes’ response (%) Radiocentre Net radio gain = 17.8% points (+76.7%) = sig dif (1%) ‘Yes’ response (%) Have you seen or heard any advertising for Radiocentre within the last 4 weeks? Base: All aware of brand

Brand Perceptions

Radiocentre... is a brand I trust? Net radio gain = 15.6% points (+72.2%) = sig dif (1%) Top % agree (8,9,10) Base: All respondents To what extent do you agree or disagree that Radiocentre... is a brand I trust?

Radiocentre…is for people like me? Net radio gain = 16.3% points (+88.1%) = sig dif (1%) Top % agree (8,9,10) Base: All respondents To what extent do you agree or disagree that Radiocentre... is for people like me?

Radiocentre…bespoke brand perception Net radio gain = 17.9% points (+100.6%) = sig dif (1%) Top % agree (8,9,10) Base: All respondents To what extent do you agree or disagree that Radiocentre…bespoke brand perception?

Radiocentre…bespoke brand perception Net radio gain = 19.4% points (+112.1%) = sig dif (1%) Top % agree (8,9,10) Base: All respondents To what extent do you agree or disagree that Radiocentre…bespoke brand perception?

Ad Recall

Ad recall – benchmark Base: All CR listeners Have you heard this radio advertising (or any radio advertising like it) for Bensons recently?

Creative Measures

Measuring creativity Radiocentre’s 5i’s of Radio Creativity Scoring each commercial against 11 statements, measuring the following metrics: Involvement - the advert stands out/is something the listener wants to listen to Identity - the advert is memorable and has clear branding Impression - the advert is perceived positively and doesn’t annoy listeners Information - the advert is informative but still easy to follow Integration - how the advert fits into a wider media campaign in terms of using a recognisable voice, piece of music or slogan/catchphrase

5i’s scores vs. Radiogauge average Base: All CR listeners Mean score (max 10)

Drivers of Raadiocentre Creative Performance Which of these words and phrases do you feel could be applied to this radio advertising? Overall creative score = 6.5 Radiogauge = 6.0 Involvement Identity Impression Information Integration Base: All CR listeners Radiocentre Radiogauge Mean score (max 10)

Summary

Summary & Next Steps Positive effects identified for the Radiocentre radio campaign Ad awareness uplift above the Radiogauge. Consideration uplift above the Sector and Radiogauge average. Key brand perception measures are cutting through more with commercial radio listeners People exposed to the Radiocentre radio advertising perceive the brand more positively in terms of both trust and relevance. A strong creative performance Best scoring areas were Impression and Information. Opportunity to enhance Integration results.

Aneka Hussan Insight Executive Email: aneka.hussan@radiocentre.org Twitter: @radiocentre