Table 1: Number of Commercials and GRP Distribution by CategoryĪudify provided us with weekly realized GRP numbers per campaign, based on the new measurement approach via the app. ![]() Table 1 illustrates the inclusion of various categories and sectors: A total of 36 radio adswere analysed for recognition over a period of four to six weeks, with a minimum sample size of 100 respondents per commercial per week. These commercials were then incorporated into a weekly online questionnaire, where respondents’ familiarity with the commercials was evaluated after listening to them. ![]() Over several weeks, radio adswere introduced to the public for the first time during specific research periods. In the development of this new benchmark, DVJ Insights collaborated with Audify, the marketing organization for audio creators and users. Since there is no universal and consistent rule to convert GRPs from ‘old’ to ‘new’ values, we decided to redevelop our benchmark. It does not align well with the new research that registers listening behaviour through the app. However, this benchmark is based on listening figures and GRPs derived from the old measurement method. A New GRP-Dependent Benchmark for Radio AdsĭVJ Insights has created a GRP-dependent benchmark for radio campaign recognition. The new methodology utilizes a smartphone app to collect listening data, which monitors listening behaviour without you noticing it via audio matching on all devices and platforms. Previously, listening behaviour was tracked through the completion of radio logs. Starting this year, listening behaviour is measured in a different way, which has resulted in different listening figures and GRPs. The NMO radio audience measurement serves as the foundation for calculating radio station listening shares, scheduling advertising campaigns, and quantifying media pressure in terms of GRPs. To assess the performance of a radio campaign accurately, it is essential to have a reliable recognition benchmark that highlights whether the campaign is exceeding or falling short of expectations. Recognition, therefore, serves as a crucial indicator of campaign success. After all, many other commercial expressions compete for attention on a daily basis. Can consumers distinguish between different radio ads, even after the campaign ends? This is not evident as exposure to a broadcasted commercial does not guarantee that it will be registered and recognized by the audience. The first step in determining whether an advertising campaign influences consumer behaviour is to determine whether the ad is recognized. The introduction of the new radio audience measurement prompts the question: How does this impact the benchmark for radio ad recognition? Benchmarking the Recognition of Radio Ads Previously, listening behaviour was measured through the manual completion of radio logs. This innovative measurement method captures listening behaviour through a smartphone app, passively monitoring activity across all devices and platforms. DVJ Insights has developed campaign data provided by Audify to create a GRP-dependent benchmark, specifically tailored to the measurement scale of the new NMOradio audience measurement. ![]() The media pressure, quantified by the number of Gross Rating Points (GRPs), plays a significant role in determining the percentage of consumers who can still recall the commercial afterwards. Recognizing a commercial serves as an initial indication of a successful radio campaign. This benchmark is based on the listening data obtained from the new NMO radio audience measurement. < Back to news items Article A new benchmark for recognizing radio ads Published on 13 06 2023ĭVJ Insights, in collaboration with Audify, is introducing a new benchmark for the recognition of radio ads.
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