Capital Radio Advertising now has an additional sales tool to
target media agencies with the launch of a measurement system called the
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
Sales teams are already incorporating the system into their
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.’