Campaign reports on the most creative radio ad tested by radioGAUGE

Campaign reports on the most creative radio ad tested by radioGAUGE

Campaign, the UK’s #1 weekly magazine for marketing professionals, reports on the most creative radio ads tested by radioGAUGE in the second quarter of 2011.

This time Autoglass wins out, beating the likes of Comparethemarket and Asda in the radioGAUGE 5I’s framework for creativity: Involvement, Identity, Impression, Information and Integration.


Mark Barber, planning director of the RAB, is quoted in the article: “Whilst radioGAUGE continues to demonstrate the impact of radio within the media mix for individual advertisers, it is also yielding valuable learning about the importance of individual creative features in optimising radio creative effectiveness.

“The latest analysis, in particular the success of Autoglass and Comparethemarket, demonstrates the enduring power of consistent audio cues such as music and voices, either across radio executions or linked with TV, in delivering campaign success.”

The full article can be read at Campaign Live, here.

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