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Advertising Recall by Adrian Fitch

October 30th, 2008

Posted By carrie

Every week we randomly select 120 listeners in London from our database to rate a handful of songs and give us some feedback on various parts of the station. Five weeks ago we started asking whether they had seen any advertising for radio stations either on TV, on posters, billboards and busses or online. This study is only one in a series of projects that we are using to evaluate the effectiveness of our activity and the results need to be treated with a little caution as we’re only surveying listeners and they are far more likely to remember what we are up to. Also, the sample size is quite small so look for trends, not swings.

This week’s summary:

48% of respondents recall seeing a TV ad for a radio station recently, up seven percentage points from last week
47% of those recall seeing an ad for Absolute most recently
Our TV ads are recalled most by women, 40-44s and P1s
Outdoor ad recall is also up with 45% of respondents remembering seeing a radio ad recently (up 20 points)
39% of them recall seeing an ad for Absolute most recently
Our outdoor ads are also recalled most by women, 40-44s and P1s
35% of respondents recall seeing a radio ad online recently (up eight points)
71% of those recall seeing an ad for Absolute most recently
Our online ads are recalled most by men, 40-44s and P1s

The bit of industry jargon that may need explaining are P1s and P2s. P1s listen to us most, we are their first preference, while we’re the second choice station for P2s. Our average P1 listens to us for around 14 of the 22 hours they spend listening to the radio each week. Our average P2 listens to us for around five of their 22 hours.

Marketing Recall 2008 Q4
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