NEWS: Radio agrees on ad analysis scheme

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.

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.’



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