RAB gets the measure of advertising effectiveness
The Radio Advertising Bureau is doubling the availability of its advertising effectiveness service.
The RAB is increasing the number of slots available for its RadioGauge tool that provides advertisers with information on the impact of their campaigns.
Simon Redican, managing director of the industry body, says a more frequent service is important in a recession-hit market.
RadioGauge, which will now be on offer to three existing radio advertisers every week, provides brands with information on how an ad has driven awareness and consideration.
Redican says the increase in frequency will provide an additional 40-50% coverage for national advertisers.
