1 / 7

Base: All

AWARENESS (ALL MENTIONS) - SPONTANEOUS. Q3b Which advertiser have you heard of? Which others?. Listeners. Non-listeners. Stage 1. Stage 2. Stage 2. Stage 1. %. Base: All. AWARENESS OF RADIO CONTEXT.

kalila
Télécharger la présentation

Base: All

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. AWARENESS (ALL MENTIONS) - SPONTANEOUS Q3b Which advertiser have you heard of? Which others? Listeners Non-listeners Stage 1 Stage 2 Stage 2 Stage 1 % Base: All

  2. AWARENESS OF RADIO CONTEXT Q8c The advertising for this client goes out during a particular feature within a show on the radio stations you would hear it on. Which feature, if any, do you associate this advertising with? 100 78% OF LISTENERS RECOGNISE HEARING THE ADVERTISING % Base: All Stage 2 listeners who recognise hearing the radio campaign – 90% revenue on Network Drive, 10% revenue on Entertainment News

  3. APPROPRIATENESS Q9 Overall, how appropriate is this advertising campaign in the Traffic & Travel and Entertainment news? LISTENERS Stage 2 100 85% % Base: All Stage 2 listeners

  4. KEY MEASURES - COMPARISONS (SPOT ADVERTISING) Network Drive & Entertainment News Advertiser Average across 50 Clark Chapman radio advertising surveys Duration (weeks) 7 6 Advertising awareness - prompted : radio attribution 33 14 Frequency of hearing (a lot / a few times) 79 54 Amongst all recognise radio campaign Appropriateness - very / fairly 85 77 The radio campaign… …messages are clear 96 76 …encourages to go to/consider/buy 74 47 c clark chapman

  5. RADIO ADVERTISING ATTITUDES & OPINIONS Q13 I am going to read out some statements other people have made about this client’s radio advertising. For each one please tell me the extent to which you agree or disagree. Stage 3 Stage 2 100 +32 +44 +48 +47 +40 . . . . . . . . . . . . . . . . % agree/ disagree n/a n/a 100 +29 +23 -68 +24 +12 -65 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . % agree/ disagree Base: All Stage 2 & 3

  6. As part of a new launch campaign, this motor advertiser has used Network Drive. As part of the added value, GTN UK offered to fund a piece of bespoke research to gauge the effectiveness of the media buying and the package on which it was bought. LISTENERS NON-LISTENERS Stage 1 Stage 2 Stage 1 Stage 2 MAKES OF LUXURY OR PREMIUM CARS WOULD CONSIDER - PROMPTED 11% increase Source: Clarke Chapman

  7. This motor advertiser has run a radio advertising campaign on Network Drive. As part of the added value, GTN UK offered to fund a piece of bespoke research to gauge the effectiveness of the media buying and the package on which it was bought. . LISTENERS NON-LISTENERS Stage 1 Stage 2 Stage 3 Stage 1 Stage 2 Stage 3 MAKES OF VANS WOULD CHOOSE - PROMPTED 14% Increase Source: Clarke Chapman

More Related