The radio industry is to receive a major shot in the arm by becoming
more accountable to its advertiser and agency clients with the launch of
a new campaign analysis system next month.
For the first time agencies will be able to see exactly what radio spots
they have bought, on which stations, at what times of the day and the
length of each spot.
The information will be provided by a new post-campaign analysis system
that the radio industry has agreed to after increasing calls from
agencies and advertisers for greater transparency.
Agreement to launch the system was reached in principle among radio
stations at last month’s radio convention in Dublin. The Association of
Independent Radio Companies this week thrashed out a detailed proposal
that it will submit to the Institute of Practitioners in Advertising.
The AIRC board meets again in the first week of December when it is
expected to endorse the resolution.
Two data suppliers have expressed interest in operating the new analysis
system: Register-MEAL and Media Monitoring Services, both of which
already monitor radio spend. Using an existing data provider appears to
be the quickest route to providing information to the industry.
Doug McArthur, the managing director at the Radio Advertising Bureau,
said: ‘Commercial radio has built its market share by listening to its
customers and their requests.
‘Accountability is another area where it has listened and it should be
able to deliver something its customers are happy with.’