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RAB Grows Ad Brand Analysis Survey
In the UK, The Radio Advertising Bureau (RAB) is doubling the number of campaigns its quantitative research tool RadioGauge will analyse this summer.
The survey, which launched in January, is an ongoing research project funded entirely by the commercial radio industry, designed to help radio advertisers understand the specific effects they have achieved as a result of their radio ad campaigns. Since its launch, the free study has offered fortnightly analysis, but from now until September, it will analyse six - instead of three - campaigns every two weeks.
RAB is the largest division within RadioCentre, which was formed in 2006 from the merger of the forerunner RAB and the Commercial Radio Companies Association (CRCA). The trade marketing body for radio, RadioCentre is funded by the UK commercial radio industry.
Director of Planning at RadioCentre Mark Barber is leading the project, which he says aims to create a 'gold standard' for measuring radio campaign effectiveness.
'Before RadioGauge, there were many systems that measured TV's effectiveness for advertisers, but not for radio,' commented Barber. 'We are now changing that and have had excellent feedback from agencies and clients, which is why we are extending the project.'
Barber added that the RadioGauge expansion will begin with immediate effect and slots will be filled on a first-come, first-served basis.
Web sites: www.rab.co.uk and www.radiocentre.org .
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