Listeners Radio Choice, an internet-based survey accessible through the websites of major stations, including Virgin and Capital, presents listeners with an ad from a database of the most successful radio ads in the past ten years.
The survey asks listeners to rate the ads on a scale of poor to great, with the responses collected by the RAB and reported back later this year to provide an indication of the type of ads that go down well with listeners.
Advertisers on the database include Weetabix, Kit Kat, The Sci-Fi Channel and Dime Bar. The creative for the website was developed by the digital agency E-Scape Media. It features full graphics and a process that allows listeners to hear ads, then vote on them, while offering the incentive of winning a digital radio.
Michael O'Brien, the director of operations at the RAB, said: "There has been a lot of speculation in the past about which ads listeners would rate as the best, and whether those choices match industry opinion. The Radio Multiplier study has shown that engaging and entertaining advertising is most effective - now we hope to discover which specific ads are rated the best."
Benjamin Rodd, the communications director at E-Scape, said: "This is about matching great creative and the right technology with the most appropriate delivery mechanism."
E-Scape also developed the RAB's monthly Aerials e-mail. Listeners Radio Choice can be found at www.rab.co.uk/link.asp?/radio-choice/info.htm.
Radio companies have conducted research on the effectiveness of radio ads but this is the first survey of listeners.