RAB’s RadioGauge goes regional

The Radio Advertising Bureau is launching a new tier of measurement for local and regional radio advertisers outside of London on its research tool, RadioGauge.

Regional RadioGauge will give advertisers access to free research to quantify the effectiveness of their radio campaigns.

Alongside this, the RAB has appointed Katherine Dunham, previously an account director at mediaedge:cia, to the new role of strategy consultant for the nations and regions, with responsibility for landing the new tier of RadioGauge support for regional radio advertisers.

RadioGuage will now be offered to advertisers spending c.£40k on regional targeted campaigns.

Michael McIntyre, chairman of the regional radio forum, said: “The appointment of someone with Katherine’s great experience with agencies and advertisers is a sign of the radio industry’s commitment to advertisers outside of the London market.”

Simon Redican, managing director of the RAB, said: “I’m delighted that Katherine is joining the team to work with agencies and advertisers outside of London – she will be promoting the benefits of the medium and getting them on board and signed up to Regional RadioGauge; RadioGauge has been a huge success with national advertisers – providing them with valuable feedback about their radio campaigns – we hope it will prove just as successful in the nations and regions.

“We are the only media marketing body to make this commitment outside of London and this reflects radio’s strength as both a national, regional and local medium.”