Insight fuelled by innovation

RAB – radioGAUGE


Background: With a ready availability of campaign outputs such as page views and click-through rates, online advertising has fundamentally shifted advertisers’ expectations of accountability from individual media. This has had a knock-on effect on investment into all other non-TV media i.e. those not effectively measured by advertiser funded tracking studies. From a radio perspective, this was the major factor contributing to a 100% increase in ‘churn’ away from radio between 2004 and 2007. radioGAUGE is the radio industry’s response to this challenge – a large-scale, ongoing, radio campaign effectiveness measurement tool designed to reduce “churn” amongst a wide range of radio advertisers by making the medium more accountable, at both a national and regional level

Methodology: Recognising that many radio bookings are made at the last minute, radioGAUGE is run at the post-campaign stage enabling it to accommodate even those campaigns booked at short notice. By using a consistent method and reporting structure, and measuring three campaigns every wave, the commercial radio industry is able to sustainably provide free radioGAUGE research to clients at both a national and regional level – so far over 750 campaigns have been measured since launch. This templated approach, together with the sheer volume and range of campaigns measured, also mean that radioGAUGE is able to provide highly pertinent performance benchmarks for every advertiser. Beyond effectiveness measures, radioGAUGE also benchmarks creative performance and provides specific creative development guidance for every advertiser on how to enhance results from their next radio campaign.

Results: In 2011 advertisers tested on radioGAUGE increased their year-on-year radio investment by 18% compared to their investment in other media equating to a £28m revenue benefit to the UK radio industry. In the UK in 2011 it delivered a return on investment (ROI) of £128 for every £1 invested in research.

“RadioGAUGE has allowed the UK RAB to build deeper and more robust relationships with a wider range of advertisers built on the solid platform of effectiveness data for their brands.” Mark Barber, Planning Director, UK