Radio study claims superior response to varied campaign

Research conducted by Capital Radio into radio creativity has shown a significant rise in audience awareness when a brand advertises using multiple executions.

Research conducted by Capital Radio into radio creativity has shown

a significant rise in audience awareness when a brand advertises using

multiple executions.



Capital studied a radio campaign by Lowe Howard-Spink for Olympus

Digital Cameras, which went on air last summer after the agency won the

first Newslink Radio Creative Award, giving it pounds 500,000 worth of

free airtime.



The creative work for Olympus’s debut radio campaign was designed to fit

in with Independent Radio News’s nationally syndicated news

programmes.



The ads were based on ’alternative’ news bulletins with nine topical

executions, except in Bristol, where only one execution was aired for

the three-week campaign.



Interviews were carried out on the street before and after the campaign,

and while awareness of Olympus increased in all areas, there was a

greater increase in the areas broadcasting the multiple executions.



Andrew Ingram, the Radio Advertising Bureau’s account planning director,

said: ’For the first time we have strong evidence to back up the

assertion that multiple copy will perform more effectively than a single

execution for the same media spend.



’If creative departments take advantage of this, apart from benefiting

their campaigns, it has got to be good news for radio listeners as it

will reduce copy overkill.’



This year’s Newslink Radio Creative Award is open to agencies and

clients wanting to break their products on to radio. The prize is once

again pounds 500,000 worth of airtime on Newslink. The closing date for

entries is 27 February.



Newslink is IRN’s network buying package and is sold through Capital

Advertising.