Capital Radio research panel to give clients method of gauging medium’s effectiveness

Capital Radio is launching an advertising research panel in response to growing calls from advertisers for greater proof of radio effectiveness.

Capital Radio is launching an advertising research panel in

response to growing calls from advertisers for greater proof of radio

effectiveness.



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

surveys.



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

it communicates.’



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.’



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