04 Jul 1995 |

RAB Research Reports Improved Attitudes To Radio

There has been a marked improvement in customers’ perceptions of commercial radio, according to the Radio Advertising Bureau’s 1995 media benchmark study. The study was a repeat of the original 1992 benchmark,which involved monitoring usage and attitudes for both advertisers and media planners.

The RAB also tracked the success of its ‘Window’ campaign in radio, press and direct marketing. The campaign was aimed at decision makers “who have some say in advertising decisions, though not as part of day-to-day job.”

“”


Top 3 Perceived Benefits of Commercial Radio

1992	1995
Low Capital Costs	Low Capital Costs
Regional Flexibility	Audience Delivery
Immediacy	Listener Relationship



There is an intimate relationship between consumer and radio which advertising can exploit.

Agree	Agree
1992	1995
59%	75%

Audience research methods for radio are less reliable than for other media.
Disagree	Disagree
1992	1995
39%	56%


“Audience research is inaccessible.”
Disagree	Disagree
1992	1995
51%	70%


“Radio is impactful.”
Disagree	Disagree
1992	1995
19%	4%


Of the decision-makers interviewed to track the ‘Window’ campaign:

71% were aware of the campaign after it had run.
82% of those who listen to radio were aware of the campaign.
44% of those who do not listen to radio were aware of the campaign.
74% of those who were aware of the campaign recalled hearing the radio ads.
16% of those who were aware of the campaign recalled the print advertising.
9% of those who were aware of the campaign recalled the mail shot.

For more information contact Steve Cox or Douglas McArthur – 0171 636 5858

RAB Research Reports Improved Attitudes To Radio

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