Capital pioneers ad-frequency tool

Capital Radio Advertising now has an additional sales tool to target media agencies with the launch of a measurement system called the Frequency Estimator.

Capital Radio Advertising now has an additional sales tool to

target media agencies with the launch of a measurement system called the

Frequency Estimator.



The device, positioned as the radio industry’s equivalent to the

television ratings system, is a research tool designed to work out how

many times the audience needs to hear a specific ad campaign on the

radio to gain maximum brand awareness.



Media planners can access the service via Capital Advertising’s website

by filling in an online questionnaire consisting of 17 questions.



The completed form is then submitted and analysed using the Frequency

Estimator. It is returned with an evaluation of the answers selected and

a recommended weekly OTH (Opportunities To Hear) advised for the

campaign.The electronic form is linked to a master table that can be

updated with the latest research findings.



The initiative was set up by Capital Advertising’s strategic business

unit in response to agency demand.



The Frequency Estimator is not based on official audience data, but on

past case studies that are used to identify frequency purchase

patterns.



Sales teams are already incorporating the system into their

presentations.



Nikki Mendonca, head of the strategic business unit, said: ’Too often

media planners jump to the conclusion that four runs of OTH - the

standard frequency over two weeks - will suit their brand. But who’s to

say this is correct? There’s so much TV analysis around that radio has

been neglected. Radio ads are too often banged out on air with little

attention paid to the frequency of broadcast. Because the radio market

is growing, we need an official frequency monitor.’



Denise Gardiner, head of UK media research at Starcom, said: ’Arriving

at an effective frequency is key to advertising success. For a planner

with responsibility to minimise ad costs and maximise value, an

understanding of what will be an effective frequency is crucial.’



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