Capital Radio Launches Sponsorship Tracking System
Capital Radio is launching a digital tracking system to measure on-air credits, in a move intended to improve the accountability of radio sponsorship and promotions.
The new system, which has been developed in conjunction with Autonomy Corporation, monitors every second of a station’s output and uses voice recognition technology to hear and record any pre-determined brand mentions or phrases as they are transmitted.
The system identifies words and phrases whether spoken, sung or laid over music and can play back any length of output either side of the brand mention to show advertisers the context in which their campaign was delivered.
The software is initially being tested on the group’s flagship Capital 95.8 FM station in London. However, the radio group is planning to extend the system to cover all sponsorship and promotions activity on the Capital FM, Century FM, Capital Gold and Xfm networks.
Commenting on the initiative, Mike Hope-Milne, head of sponsorship and promotions at Capital Radio, said: “This is the first time any UK commercial radio station has offered such in-depth measurability and accountability for sponsorship and promotions content.”
The latest figures from the Radio Advertising Bureau show that sponsorship and promotions continues to be one of the commercial radio industry’s fastest growing sectors, with revenue increasing by 14.7% year on year during 2002 to £71.2 million (see Commercial Radio Boosted By Sponsorship And Promotions).
It is hoped that the new digital tracking system will allow advertisers investing in editorial-based sponsorship and promotions activity to enjoy the same level of accountability as they have in traditional spot advertising.
The accountability of spot advertising has increased significantly over recent years largely due to the introduction of the J-ET electronic trading system, which, through a joint-industry initiative, provides increased post campaign analysis (see J-ET Trading System Welcomed As Ground-Breaking).
Capital: 020 7766 6000 www.capitalradiogroup.co.uk
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