1. Presentation of results
Radiogauge
Presentation of results

2. Agenda Introduction The Radiocentre campaign Results
Summary and Next steps

3. Introduction

4. Radiogauge

5. 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…

6. 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

7. Benchmarks are based on over 700 campaigns

8. The Radiocentre Radio Campaign

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

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

11. Results

12. 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.

13. Brand Awareness

14. 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

15. Brand Perceptions

16. 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?

17. 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?

18. 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?

19. 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?

20. Ad Recall

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

22. Creative Measures

23. 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

24. 5i’s scores vs. Radiogauge average
Base: All CR listeners
Mean score (max 10)

25. 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)

26. Summary

27. 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.

28. Aneka Hussan
Insight Executive