RAB To Launch First Major Radio Ad Study

The Radio Advertising Bureau (RAB) has announced plans to join forces with media agency Universal McCann to launch the first major study into the effectiveness of radio advertising. Beginning in September, its initial phase will last for six months but will lead onto an ongoing project to provide benchmarks for measurements within the radio advertising industry.

At present there is no radio data available which equates with similar research into the television market. The study, named Radio Track, will aim to give definitive answers to questions of weighting, position of adverts and spot length to enable advertisers to make more informed decisions. While the television market has established typical frequency levels for advertising campaigns, the radio industry has no similar model, being a relatively new market for advertising.

Rupert Steele, head of media planning services at the RAB, sees the study as definitive of the evolution of the market: “Now that many national brands are using radio, there’s been a shift from wondering whether it works to a need to know exactly how it works.” The market, which now takes a 5.4% share of the UK’s total advertising spend, grew by 11.5% over the last twelve months, with national brands using the medium up by 19.5%.

The bureau will invest £100,000 in the study which will be backed by all the major radio sales houses. Providing specific information as well as a general model for the industry, Universal McCann will use the research to give its clients the competitive edge in the burgeoning sector. Twenty brands will be involved including Coca-Cola and Sky, which will receive information tailored to each client’s needs.

The research will be conducted by Millward Brown which has previous experience in tracking TV campaigns. The 5,000 respondents chosen will be taken from a sample group of men and women in the 16-44 age group within the Midlands area. They will use CATI (Computer Aided Telephone Interviews) to gather the information.

Radio Advertising Bureau: 0171 306 2500