Capital Radio is launching an advertising research panel in
response to growing calls from advertisers for greater proof of radio
Capital claims the panel, which offers advertisers access to nearly
250,000 listeners living in the Capital Radio transmission area, is the
biggest research panel set up by any media owner.
The idea is to offer existing Capital advertisers, such as Dulux, Heinz,
Kodak and British Airways, a cost-effective method of evaluating the
impact of a radio campaign. It also seeks to attract new advertisers who
have not traditionally used the medium.
The Capital panel is a flexible access panel, not a continuous panel,
which means sub-groups can be selected to reflect accurately an
advertiser’s target audience.
Each survey is individually formulated and is designed to reflect
specific sample requirements. Topics covered range from brand and
advertising awareness, advertising consumption patterns and purchasing
habits to pre- and post-campaign analysis and full-scale tracking.
The panel can also offer copy testing, or on-air pre-testing, and
research can compare the results of previous radio advertising
Duncan George, the sales director at Capital, said: ’The panel is
particularly appropriate for advertisers who are investing in radio for
the first time, as it offers an assessment of how radio works and what
Denise Clark, the head of radio at New PHD, said: ’This sounds like a
great initiative. Increasingly, clients ask about the lifestyle and
consumer habits of listeners rather than the numbers.’