1. Presentation of radioGAUGE Results

2. First slide (after intro page) must play The Credit Union commercials.

3. Introduction
The Credit Union Radio Campaign
Results
Conclusion

4. Introduction

5. What is radioGAUGE? An ongoing radio advertising measurement tool
Provides bespoke effectiveness learning for individual campaigns
Free to qualifying advertisers

6. radioGAUGE goals
Give advertisers a better understanding of radio advertising’s impact
Show how to get the best possible creative results
Learn from your last radio campaign to improve the performance of your next one
Increase your Return on Investment in radio

7. The Credit Union Radio Campaign

8. The Credit Union Radio Campaign
Target audience:
Adults 25-44
Radio campaign dates:
3rd – 16th September 2012
Research fieldwork conducted:
28th September – 21st October 2012
Radio campaign ratings:
???

9. Wider media context Campaign spend by medium: Radio Mix
Radio (32% of spend)
Tv (xx% of spend)
Digital (xx% spend)
Radio Mix
RTE Radio 1
Today FM
Newstalk
IRS Regional stations
UTV – Urban Access

10. Results

11. Headline summary A great set of effectiveness results for CU
The campaign has captured 1st position for top of mind brand awareness in this market amongst people exposed to the ads
Overall awareness of CU brand activity has climbed significantly amongst TEST group respondents
The campaign has also increased consumer belief in key brand image and sentiment scores
The challenge is to understand what drives this success and thereby maintain it

12. Methodology & Sample Profile

13. Methodology
Challenge: isolate the impact of radio from the rest of a brand's media activity
radioGAUGE does this by sorting survey respondents into TEST and CONTROL sample groups
People who listen to the stations that flight your campaign go into the TEST group - everyone else goes into the CONTROL group
Results of those two groups are compared on various metrics to demonstrate how radio is working as part of the campaign

14. Isolating the radio effect
200
Control Respondents*
(Did NOT listen to key station flighting the campaign)
600
Test Respondents*
(Listened to key station flighting the campaign)
Measuring:
Brand awareness
Brand perceptions
Ad awareness
Brand consideration
5i’s creative scores
*Matched Ireland representative samples

15. Brand Awareness

16. Brand Awareness
radioGAUGE respondents are first asked an unprompted brand awareness question and asked to list the first three brands that comes to mind
This can be a valuable indicator of a brand’s success in cutting through and standing out
A good ‘first mention’ score can be translated into a competitive advantage at point-of-sale for FMCG products or when consumers are building a ‘brand consideration list’ for bigger-ticket items

17. Unprompted brand awareness (1st mention)
What providers of savings and loans can you think of? First mention
We see a significant rise in 1st mention awareness of CU amongst people exposed to the radio campaign, which lifts the brand from a distant 3rd amongst the control sample to 1st place amongst the TEST group!
Test sample
Control sample
Base: All respondents
Top 5 shown

18. Unprompted brand awareness (all mentions)
What providers of savings and loans can you think of? All mentions
All unprompted brand mentions often reveal the market brand rank in most sectors – hear we see CU in 3rd position, but the gap has narrowed amongst people exposed to the radio campaign
Test sample
Control sample
Base: All respondents
Top 5 shown

19. Prompted brand awareness Thinking of providers of savings and loans, have you heard of The Credit Union?
Even though CU is almost universally recognised, we still we a significant uplift in prompted brand awareness amongst people exposed to the radio campaign
= sig dif (1%)
Base: All respondents
‘Yes’ response (%)

20. Ad Awareness

21. Ad awareness
We ask respondents if they have seen/heard/read any advertising for the brand under test
This indicates the level of cut-through achieved by a brand’s communications
This can relate directly to a brand’s ability to win ‘share of mind’

22. Ad awareness Have you seen or heard any advertising for The Credit Union within the last 4 weeks?
Wow – people exposed to this radio campaign are more than twice as likely to be aware of ANY CU advertising activity – a very strong result
Net radio gain = 31.2%
= sig dif (1%)
Base: All aware of brand
‘Yes’ response (%)

23. Claimed source of awareness Where have you seen or heard the advertising for The Credit Union?
Consumers generally attribute most of their brand awareness to TV by default, but this result shows that the radio campaign has certainly broken into widespread consciousness
= sig dif (1%)
Base: All aware of ad

24. Brand Perceptions

25. The Credit Union look at things differently
The Credit Union look at things differently? To what extent do you agree or disagree that... The Credit Union look at things differently?
These figure demonstrates the radio campaign has been very effective at building agreement with an important brand image
Top % agree (8,9,10)
Net radio gain = 11.1% (+23.3%)
= sig dif (1%)
Base: All respondents

26. With The Credit Union, members matter most
With The Credit Union, members matter most? To what extent do you agree or disagree that... with The Credit Union, members matter most?
Again, here we see more strong evidence that the radio campaign has been very effective at building important brand sentiments
Top % agree (8,9,10)
Net radio gain = 15% (+32.3%)
= sig dif (1%)
Base: All respondents

27. The Credit Union is for people like me
The Credit Union is for people like me? To what extent do you agree or disagree that... The Credit Union is for people like me?
Radio has a knack for drawing people in and making them feel close to the station and its content – this effect has clearly rubbed-off on the CU brand amongst people exposed to this campaign
Top % agree (8,9,10)
Net radio gain = 7.1% (+12.6%)
Base: All respondents

28. Brand Consideration

29. Brand consideration If you were considering choosing a provider of savings or loans today, how likely would you be to consider The Credit Union?
It’s always encouraging to see brand consideration increase due to advertising activity, especially in a highly competitive market like this – here we see people exposed to the radio campaign being significantly more likely to choose CU next time
Net radio gain = 9.0% (+18.6%)
= sig dif (5%)
Base: All who would open a savings account or loan
All % agree (8,9,10)

30. Ad Recall & Perceptions

31. Prompted ad recall
At this point in the test we play the audio of the ad creative
The first questions we ask relate to ‘prompted recall’
i.e. can the respondent recalling hearing in the recent past the ad they have just been played?

32. The Credit Union Campaign
Ad recall (audio prompt) Have you heard this radio advertising (or any radio advertising like it) for The Credit Union recently?
This is a good result – near three quarters of everyone exposed to the radio campaign could remember hearing the ads
The Credit Union Campaign
(RG Pilot)
Base: All respondents

33. Recall frequency How much have you heard this radio advertising recently?
This data suggests an effective and efficient campaign schedule weight
Base: All listeners who recall the ad when prompted (audio)

34. Ad credibility, or brand ‘fit’
The secret of effective branding is to ensure that all aspects of brand communication reflect a common theme and character
radioGAUGE asks how well your radio campaign reflects consumer expectations, based on past exposure to The Credit Union advertising
i.e. does the radio campaign fit in well with the brand’s past work, or does it clash with how consumers expect to be addressed by The Credit Union?

35. Ad credibility To what extent does this radio advertising fit with your image of The Credit Union?
People generally feel this campaign’s creative fits well with their image of CU
Total fit = 77.2%
Total fit = 60.0%
Base: All respondents

36. Ad credibility - benchmark To what extent does this radio advertising fit with your image of The Credit Union?
Total fit = 77.2%
Total fit = 62.5%
Base: All respondents

37. Creative Measures

38. Measuring creativity RAB 5i’s of Radio Creativity
Scoring each commercial against 11 statements, measuring the following metrics:
Involvement
Identity
Impression
Information
Integration

39. Measuring creativity
Involvement The most involving ads make the listener want to follow the story
Identity The best ads use clearly recognised music voices or campaign vehicles
Impression The ads that create the best impression are straightforward and respect the listener
Information Strong ads have a clear, single-minded message
Integration Strong performers link with other campaign elements (e.g. TV)

40. 5i’s scores Which of these words and phrases do you feel could be applied to this radio advertising?
Base: All Test listeners
Mean score (max 10)

41. ...I would listen to it Which of these words and phrases do you feel could be applied to this radio advertising?
It’s clear that people are interested in what CU had to say, and perhaps the way they say it, especially amongst the TEST group
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

42. ...It's clear who it is for Which of these words and phrases do you feel could be applied to this radio advertising?
These number also indicate the target for CU’s message is clear to everyone, which also suggests CU’s service are highly relevant to many listeners today
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

43. ...It stands out Which of these words and phrases do you feel could be applied to this radio advertising?
The campaign creative clearly stands out strongly to those exposed to the campaign – this may be down to the use of a famous celebrity to appear within the ad
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

44. ...Recognise music/voice Which of these words and phrases do you feel could be applied to this radio advertising?
The celebrity endorsement has yielded clear benefits – many people amongst the TEST group recognise the singer and appreciate her endoresement
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

45. Overall creative score = 7.2
Creative diagnostics – Credit Union Which of these words and phrases do you feel could be applied to this radio advertising?
Overall creative score = 7.2
Involvement
Identity
Impression
Information
Integration
Mean score (max 10)
Base: All Test listeners

46. Strengths & Weaknesses
“It reminds me of the TV ad. Imelda May is my age and my kind of person. I respect their product.”
STRENGTHS
“Credit Union was mentioned several times in the ad and also at the very beginning so you know instantly who it is for.”
“Like Imelda May as she is very down to earth and a ‘normal’ person so suits the Credit Union image well.”
“The music, the bass, it's catchy & Imelda May - someone who's successful like her and now a household name is a Credit Union member, it proves that the Credit Union is for everyone!”
“The Credit Union looks at things differently. This is what people want. The advert is aimed at people looking for a more personal approach, not just a bank spinning lines in your face.”
WEAKNESSES
“It wasn't necessarily targeted at me or my situation which is fine. It can't speak to everyone.”
“I'd remember it for all the wrong reasons, it's dull boring and a waste of air play, I present myself on community radio and ads like that are bland.”
“After listening to it, I still don't know what the slogan is.”

47. Engagement

49. Conclusion

50. Conclusion A great set of effectiveness results for CU
The campaign has captured 1st position for top of mind brand awareness in this market amongst people exposed to the ads
Overall awareness of CU brand activity has climbed significantly amongst TEST group respondents
The campaign has also increased consumer belief in key brand image and sentiment scores
The challenge is to understand what drives this success and thereby maintain it

51. Recommendations
Radio campaign schedule weight appears to be effective and efficient – maintain it
CU’s services seem to be highly relevant to many Irish consumers today – the creative strategy makes a difficult issue feel more human and manageable – maintain this
The use of personable celebrities that are down to earth but respected, rather than merely famous, works well for the CU brand – maintain this
The creative is well balanced and bears repetition – continue with these successful production values

52. Appendix

53. Ireland Representative Sample
Test
Control
Base: All respondents

54. Weight of radio listening On average how many hours per day do you listen to the radio?
Control
Test
LIGHT
MEDIUM
HEAVY
Base: All respondents

55. Product salience
radioGAUGE takes account of key factors in the purchase process
Awareness of a brand or recall of its advertising is significantly affected by how salient the product category is to the consumer
For instance, female cosmetic products have low saliency for young men, so recall of beauty brands for this demographic is poor
Likewise, if I need or want to buy a new car my awareness and recall of motor brand advertising will be relatively high

56. Product category salience When do you expect to next open a savings account?
Test
Control
10.4%
7.8%
Base: All who would open a savings account or loan (794 respondents)

57. Product category salience When do you expect to next take out a loan?
Test
Control
5.2%
0.2%
Base: All who would open a savings account or loan (794 respondents)

58. Key decision makers
A key feature of media planning performance is the ability to target key decision makers for a specific product category
radioGAUGE identifies who the key decision makers are for your brand in each household we interview
This enables us to gauge campaign performance again your specific target consumer
It also enables us to gauge the efficiency of your radio schedule

59. Identifying key-decision makers Thinking about choosing a provider of savings and loans, how much influence would you personally have in the process? .
Test
Control
76.3%
83.8%
Base: All respondents

60. Brand experience
The most powerful influence shaping brand perception is a consumer’s past experience of using a brand
radioGAUGE investigates past brand experiences to determine how they have influenced the reception of new brand campaigns
For instance, a bad past experience may blunt the acceptance of a new brand message
Conversely, positive past experiences can enhance reactions to new advertising

61. History of brand experience When choosing a provider of savings or loans, how often do you choose The Credit Union? .
Test
Control
60.2%
57.9%
Base: All who would open a savings account or a loan (794 respondents)

62. Additional Charts

63. The Credit Union look at things differently
The Credit Union look at things differently? To what extent do you agree or disagree that... The Credit Union look at things differently? .
Strongly agree (10)
= sig dif (5%)
Base: All respondents

64. With The Credit Union, members matter most
With The Credit Union, members matter most? To what extent do you agree or disagree that... with The Credit Union, members matter most? .
Strongly agree (10)
= sig dif (5%)
Base: All respondents

65. The Credit Union is for people like me
The Credit Union is for people like me? To what extent do you agree or disagree that... The Credit Union is for people like me? .
Strongly agree (10)
Base: All respondents

66. Brand consideration If you were considering choosing a provider of savings or loans today, how likely would you be to consider The Credit Union? .
Base: All who would open a savings account or get a loan
All % agree (6,7,8,9,10)

67. ...It stands out Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

68. ...I would listen to it Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

69. ...It's clear who it is for Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

70. ...Advertising I would remember Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

71. ...Speaks my language Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (5%)
Base: All respondents

72. ...Annoying Which of these words and phrases do you feel could be applied to this radio advertising?
Top % agree (8,9,10)
Base: All respondents

73. ...Makes you feel more positive towards the advertiser Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

74. ...Is informative Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

75. ...Clear and easy to follow Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents

76. ...Recognise catchphrase/slogan Which of these words and phrases do you feel could be applied to this radio advertising? .
Top % agree (8,9,10)
= sig dif (1%)
Base: All respondents