RadioGauge launches radio advertising effectiveness research study

Reportedly the first of its kind in South Africa, the primary purpose of the study is to identify the specific effects achieved because of a radio advertising campaign. It provides a measure of how radio advertising has driven ad awareness and brand consideration.

The role that creativity plays

It also includes two brand health measures bespoke to each participating advertiser, supplied to the Radio Advertising Bureau (RAB) upon application eg, 'Brand X is good value for money' / 'Brand X is the leader in the market' etc. Respondents are asked to rate the two statements on a scale of 1-10 via the question "To what extent do you agree or disagree with the following statements."

In terms of creativity, RadioGauge measures the role that creativity plays in delivering ad awareness and brand consideration measures. It quantifies the relative strength of the creative execution and seeks to demonstrate how results can be improved for future campaigns by highlighting best practice in creativity. To do so, respondents score each commercial against 11 statements, including 'Stands out'; 'I would listen to it'; 'It's clear who it's for'; 'It makes me feel more positive towards the brand'; 'I recognise the catchphrase/slogan'; 'I recognise the music/voice' etc.

Methodology and sample

In terms of the methodology and sample size, 800 respondents will be interviewed with each campaign measured. The interviews will be conducted via a mixed research methodology, using computer aided telephonic interviews (CATI) and online data collection. The local research partner who will be conducting the interviews is Ask Afrika and it will work closely with both the RAB South Africa and the UK research team.

Fieldwork will commence the day after the radio campaign ends and the results will be presented to both the client and agency thereafter.

In terms of confidentiality, the brand-specific measures will remain confidential from other advertisers, although the data will be collated to build sector insights, which will be made public, unless permission is granted by the advertiser to disclose the brand.

Requirements

• The campaign must run nationally, utilising either national stations or a combination of regional stations but with national coverage and end around 2 March 2012
  
• A minimum campaign spend level of R1-million+, in order to ensure that the campaign is robust enough to be picked up by the sample
  
• The target market must fall within the following demographic group: Adults, LSM 8-10, living in the seven major metropolitan cities in SA namely: Johannesburg, Pretoria, Cape Town, Durban, Bloemfontein, PE and East London

Applications must be in before close of business on 10 February 2012. For an application form, email Gilda De Araujo, GM RAB South Africa on az.oc.bar@adlig.