Listeners To Vote For Their Favourite Radio Ads Online

The RAB has launched an initiative to encourage radio listeners to vote for their favourite radio ads online.

The Listener’s Radio Choice campaign is part of a move to generate evidence into which specific radio ads are regarded as the most entertaining. Accessible through the websites of various radio stations, listeners will be presented with an ad from a database of the most successful radio ads of the last ten years. They will then to asked to rate the performance of the ad on a scale of poor to great.

Commenting on the initiative, the RAB’s director of operations, Michael O’Brien, said: “There has been much speculation in the past about which ads listeners would rate as the best and whether this matches industry opinion. The Radio Multiplier study has shown that engaging and entertaining advertising is most effective – now we hope to find out which specific ads are rated the best.”

The RAB plans to publish the findings of the campaign, which was created by digital business solutions agency e-scape media, later in the year when a sufficient number of responses have been generated.

Last month the RAB launched its latest marketing campaign aimed at promoting the medium to advertisers (see Johnny Vegas To Front Latest RAB Ad Drive). The campaign consists of four 30-second executions featuring comedian Johnny Vegas, who is best known for his role in ITV Digital’s Al and Monkey ads.

RAB: 020 7306 2500 www.rab.co.uk

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