- Radio Advertising Bureau

Report
radioGAUGE Regional Insight
Campaigns targeting young people (16-19)
6 regional campaigns targeting 16-19 year olds have been measured on
radioGAUGE including the following advertisers…
Ad Awareness
On average, regional campaigns targeting young people have seen an uplift of
128% in awareness levels
228
128%
uplift
100
Listeners
Non listeners
Average uplift in ad awareness, listeners vs. non-listeners
Source: RadioGAUGE
Brand Relevance
Radio on average increases brand relevance by 65% for campaigns targeting 1634s
165
65%
uplift
Listeners
100
Non listeners
Average uplift in “this brand is for people like me” score, listeners vs. non-listeners
Source: RadioGAUGE: strongly agree scores
Brand Consideration
Radio increases brand consideration by 48% for campaigns from advertisers
targeting 16-34s
148
48%
uplift
Listeners
100
Non listeners
Average uplift in brand consideration, listeners vs. non-listeners
Source: RadioGAUGE: strongly agree scores
Creatively, ads targeting young people engage listeners and keep them involved
in the ad. ‘Integration’ of sonic properties (voice, music, slogans) across media is
something to keep in mind to ensure your ads work as effectively as possible
Involvement
8
6
Integration
Identity
4
2
Information
radioGAUGE
Impression
Targeting young people
Base: All CR listeners
Mean score (max 10)

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