asi Conference 08: RadioGauge demonstrates effectiveness of radio advertising

The power of radio advertising was demonstrated at the asi European Radio Symposium in Lisbon yesterday.

Alison Winter, RadioCentre research director, and Jason Brownlee of Other Lines of Enquiry showed some findings from the first year of the RadioGuage research study.

Over 90 campaigns are measured over the course of a year with two groups questioned; commercial radio listeners and non-listeners, with surveys taking place every two weeks with 800 interviews per wave.

Findings from the research conducted in 2008 show that radio delivers an average uplift in ad awareness of 10.4%, which equates to 2.3% awareness uplift for every 100 GRPs of radio advertising.

In terms of categories most effective on radio, retail advertising indexed at 150 against the overall average.

In terms of having effect on overall advertising decisions, brands that have been involved in RadioGauge have increased their spend on radio by 16.4% as a result of the research learnings, with 60% of the clients amending their creative approach due to the diagnostic measures within the study.

asi: www.asi.eu.com