1. Effective Frequency

2. Radio Campaign Weights • Common practice amongst agencies when planning an average weight campaign has been to run at 4 OTH a week over a period of 4-5 weeks. • Lighter weight campaigns will be at 2-3 OTH (often used for maintenance or drip campaigns within mixed media schedules). • A heavy weight campaign would be 6 OTH+, often used for product or campaign launches.

3. Effect of campaign objective • Brand launch vs. Brand maintenance. • How much noise do you need to generate for the brand or message to cut through initially? • Do you want to generate high awareness quickly over a short period of time (in which case running at a higher weight makes sense),? • Or keep nudging/reminding over the longer-term? • Some campaigns use a combination of the two i.e kick starting the campaign at higher weights of 4/5 OTH to get the idea established then falling back to a lower-weight nudging strategy.

4. Other factors to consider Radio's role within the media mix • Is radio a support to other media hence playing more of a gentle nudging/reminding role? Message complexity • Bearing in mind that people are doing something else when listening, how many times do they need to hear the ad in order to get the message? • The average frequency of 4 OTH takes into account the fact that with many ads the listener needs to hear it a couple of times before they take out the full message.

5. Frequency TrendlineGains in ad awareness by weekly OTH Source: 600 campaigns on radioGAUGE

6. For more information and case study examples please visit http://www.rab.co.uk/archived-pages/RAB-Guide-Effective-Weights