Background and outputs. Why did we build RadioGAUGE? % of brands spending £100k+ leaving radio...

Background and outputs

Why did we build RadioGAUGE?

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

2005 vs. 20042006 vs. 2005

2007 vs. 2006

% of brands spending £100k+ leaving radio doubled between 2004 - 2007

barriers to increased investment in radio

What caused this?

Source: RAB Benchmark Survey Jan 08

A first for radio

• Competition to design a system to evaluate radio advertising

• Show every advertiser how their radio campaigns performed

• Optimise the creative impact of radio commercials

• We won!

What’s ground-breaking about RadioGAUGE?

• Isolates the radio effect

• Benchmarking

• Creative impact assessment

• Robust data, efficient system

• Sample structure: NATIONAL or REGIONAL

• Project design: TEST & CONTROL

• Sample size: 800 adults 16-54

• Number of waves: 26+

• Campaigns tested per wave: 3

COMPARED TO

Isolating the radio effect

– Brand awareness– Brand perceptions– Ad awareness– Brand consideration– 5Is creative score

Commercial RadioListeners*

Non-listeners toCommercial

radio*

*Matched GB representative samples Red = benchmarked

why test & control?

• Tried and tested = low risk (200 radio campaigns tested in the UK)

• Very cost efficient – 3 campaigns tested per wave with high sample sizes

• Isolates radio's impact – cuts through multimedia advertising effects

• Low effort – simple logistics, minimal input from advertisers & agencies

principles we learnt the hard way...

• Keep it simple at first – focus on one type of campaign

• Get that right and then move on to measure other campaign types

• More campaigns tested = better cost efficiency

• More advertisers debriefed = better revenue / ROI performance

• Bigger samples give better results

• If we keep it simple and cost efficient it will run for longer

Effects of RadioGAUGE in the UK

Excellent research, thorough analysis, really understands

the client’s business

Excellent research, thorough analysis, really understands

the client’s business

Source: RadioGAUGE customer feedback survey

Helped us gain a better understanding of radio

advertising…

Helped us gain a better understanding of radio

advertising…

A must-have tool for any radio advertiser

A must-have tool for any radio advertiser

How has RadioGAUGE affected your opinions about radio creativity?

Source: RadioGAUGE customer feedback survey

How will RadioGAUGE influence your future creative use of radio?

Source: RadioGAUGE customer feedback survey

How will the RadioGAUGE debrief influence your investment in radio going forward?

Source: RadioGAUGE customer feedback survey

Total Radio

Market

The effect of RadioGAUGE UK: £32m revenue advantage vs. the market

RadioGAUGEAdvertisers

Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market

+22.5% differential

Total Radio

Market

The effect of RadioGAUGE UK: £32m revenue advantage vs. the market

RadioGAUGEAdvertisers

Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market

+22.5% differential

ROI of £103

for every pound spent

Example RadioGAUGE outputs

For individual campaigns

Brand X Radio Campaign

Presentation of RadioGAUGE Results

Brand X Radio Campaign• Target audience:

– ABC1

• Radio campaign dates:– June-July

• Research fieldwork conducted:– w/c July

• Radio campaign ratings:– 489

• Other media included press and online

Results

Headline Summary

• A strong performance in terms of effectiveness, with all key measures showing gains among Commercial Radio listeners.– Ad awareness gain above RadioGAUGE benchmarks– Brand Consideration above RadioGAUGE benchmark– Brand measure see good gains

• A solid creative performance– Creatively in-line with RadioGAUGE average– Scoring particularly well on ‘Information’

Brand Awareness

36.2%

19.0%

6.5%4.4% 5.0%

28.1%

13.0%

6.2% 7.2%5.3%

Brand X Competitor A Competitor B Competitor C Competitor D

CR Listeners Non Listeners

Unprompted brand awareness- Top-of-mind: ‘First mention’

Base: All respondents

Top 5 shown

First mention

What names of (insert product category) can you think of?

51.0%

31.0%

21.0% 20.1%

14.0%

43.0%

27.0%

18.0% 16.0% 18.0%

Brand X Competitor A Competitor C Competitor B Competitor D

CR Listeners Non Listeners

Unprompted brand awareness- ‘All mentions’

Base: All respondents

All mentions

Top 5 shown

What names of (insert product category) can you think of?

66.2%

54.2%

CR Listeners Non Listeners

CR Listeners Non Listeners

Prompted brand awareness- ‘All mentions’

Base: All respondents

All mentions

‘Yes’ response (%)

Thinking of (product category), have you heard of brand X?

Ad Awareness

Ad awareness

Base: All aware of brand

‘Yes’ response (%)

20.0%

34.3%

CR Listeners Non Listeners

Have you seen or heard any advertising for (Brand X) within the last 4 weeks?

Net radio gain = 14.3% points (+71.5%)Weighted (30” equivalent GRPs) = 3.5%

2.6% 2.8%

3.5%

Avg Sector Average Brand X

Ad awareness – benchmarkweighted by 30” equivalent GRPs

Base: All aware of brand

vs. RadioGAUGE average

Net radio gain - weighted

Difference in ad awareness CR listener vs Non-listener

+34.6% against RadioGAUGE benchmark+25.0% against Sector benchmark

Brand Perceptions

(Brand X)... are (bespoke brand measure 1)?

Base: All respondents

Top % agree (8,9,10)

15.6%

28.7%

CR Listeners Non Listeners

To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 1)?

Net radio gain = 13.1% points (84%)

(Brand X)... are (bespoke brand measure 2)?

Base: All respondents

Top % agree (8,9,10)

7.5%

18.9%

CR Listeners Non Listeners

To what extent do you agree or disagree that (Brand X)... are (bespoke brand measure 2)?

Net radio gain = 11.4% points (152%)

(Brand X)... is for people like me?

Base: All respondents

Top % agree (8,9,10)

4.2%

12.1%

CR Listeners Non Listeners

To what extent do you agree or disagree that (Brand X)... is for people like me?

Net radio gain = 7.9% points (188%)

Brand Consideration

Brand consideration

Base: All who would buy product category

Top % agree (8,9,10)

15.0%

7.1%

CR Listeners Non Listeners

If you were considering buying (product category) today, how likely would you be to consider (Brand X)?

Net radio gain = 10.5% points (+23.3%)Weighted (30” equivalent GRPs) = 2.3%

1.6%2.1% 2.0%

Avg Sector Average Brand X

Brand consideration – benchmarkweighted by 30” equivalent GRPs

Base: All who would buy product categoryTop % agree (8,9,10)

vs. RadioGAUGE avge

Difference in brand consideration, CR listener vs. Non-listener

+22.2% against RadioGAUGE benchmark+17.9% against FMCG benchmark

Creative Measures

Measuring creativity

• RAB’s5i’s of Radio Creativity

• Scoring each commercial against 11 statements, measuring the following metrics:

• Involvement• Identity• Impression• Information• Integration

5i’s scores

Base: All CR listeners

Mean score (max 10)

Which of these words and phrases do you feel could be applied to this radio advertising?

0.01.02.03.04.05.06.07.0

Involvement

Identity

ImpressionInformation

Integration

Brand X

5i’s scores vs. RadioGAUGE average

Base: All CR listeners

Mean score (max 10)

Which of these words and phrases do you feel could be applied to this radio advertising?

- 9070670

Involvement

Identity

ImpressionInformation

Integration

Brand X RadioGauge Average Sector Average

5.8 6.1

7.5 7.3

5.3

Avg Sector Average Best Performer 1 Best Performer 2 Brand X

Involvement – benchmark

Base: All CR listeners

• The most involving ads make the listener want to follow the story

Mean score (max 10)

• Stands out• I would listen to it

Which of these words and phrases do you feel could be applied to this radio advertising?

•Max = 7.5•Min = 4.4

6.4 6.67.7 7.3

6.4

Avg Sector Average Best Performer 1 Best Performer 2 Brand X

Identity – benchmark

Base: All CR listeners

• The best ads used clearly recognised music, voices or campaign vehicles

Mean score (max 10)

• It’s clear who it is for• Advertising I would remember

Which of these words and phrases do you feel could be applied to this radio advertising?

•Max = 7.7•Min = 4.8

5.4 5.56.5 6.4

5.5

Avg Sector Average Best Performer 1 Best Performer 2 Brand X

Impression – benchmark

Base: All CR listeners

• The ads that create the best impression are straightforward and respect the listener

Mean score (max 10)

• Speaks my language• Annoying• Makes you feel more positive

Which of these words and phrases do you feel could be applied to this radio advertising?

•Max = 6.5•Min = 3.6

6.6 6.5

7.8 7.6

7.0

Avg Sector Average Best Performer 1 Best Performer 2 Brand X

Information – benchmark

Base: All CR listeners

• Strong ads have a clear, single-minded message

Mean score (max 10)

• Informative• Clear and easy to follow

Which of these words and phrases do you feel could be applied to this radio advertising?

•Max = 7.8•Min = 4.2

5.7 5.8

8.1 7.7

4.6

Avg Sector Average Best Performer 1 Best Performer 2 Brand X

Integration – benchmark

Base: All CR listeners

• Strong performers link with TV campaigns using music, voices

Mean score (max 10)

• Recognise catchphrase/slogan• Recognise music/voice

Which of these words and phrases do you feel could be applied to this radio advertising?

•Max = 8.1•Min = 3.9

Creative integration drives overall creative effectiveness

3.8

4.3

4.8

5.3

5.8

6.3

6.8

7.3

3.8 4.3 4.8 5.3 5.8 6.3 6.8 7.3

Integration score

overall

creativ

e s

core

Source: RadioGAUGE

Good creativity can more than double ad awareness gains

216

100

0

50

100

150

200

Top quintile creative score

Bottom quintile

creative scoreSource: RadioGAUGE

Gain in weighted ad awareness per 100 GRPs indexed

Creative diagnostics – (Brand X)

Base: All CR listeners

Involvement

Identity

Impression

Information

Integration

Mean score (max 10)

Overall creative score = 5.8

Brand X

Sector Average

5.3

5.3

7.5

5.4

5.5

4.6

5.7

6.8

7.2

4.8

4.5

6.2

5.9

6.9

6.2

5.9

5.0

5.8

6.2

6.8

6.0

5.5

Stands out

I would listen to it

It's clear who it is for

Advertising I would remember

Speaks my language

Annoying

Makes you feel more positive

Informative

Clear and easy to follow

Recognise catchphrase/ slogan

Recognise music/ voice

Which of these words and phrases do you feel could be applied to this radio advertising?

Engagement

Survey tool

Conclusion

Conclusion

• (Brand X) radio campaign has produced gains among all key effectiveness measures, most notably Ad Awareness.

• Above the RadioGAUGE benchmarks for Consideration and Awareness.

• Also helping to drive gains within brand perceptions.

• Creatively, the ad performs particularly well on Information, scoring a respectable 5.8 overall.

Recommendations & Next Steps

Recommendations & Next Steps

• The creative data proves that the radio commercials followed a similar creative pattern to the TV commercials

• This enabled listeners to very quickly identify the ad as a (Brand X) commercial

• We suggest using the catchy music from the TV work as a bed for the radio commercial

• This will add to the identity and integration of the radio commercial with other media (TV) and promote overall brand recognition

Summary

RadioGAUGE summary

• No other system has benchmark-tested more radio advertising

• Uniquely sensitive to radio’s strengths as a medium

• Low-risk: we know the pitfalls and are proven to get it right

• A revenue-generation tool - ROI of £103 for every £1 invested in research

Thank You

john@dipsticksresearch.com