asiCast 179: Evaluating radio ad effectiveness
What are the main challenges facing radio in attracting and retaining audiences and securing the ad revenue it deserves given its enduring appeal? In this asiCast our Research Director Richard Marks interviews Jason Brownlee, CEO of Colourtext, about the involvement he has had over many years in the development of the world’s largest collection of audio advertising effectiveness studies in conjunction with the UK’s Radiocentre.
The important work conducted by the Radiocentre has allowed small radio stations to benefit from research studies that they would have been unable to fund themselves. One of the most significant problems common to both radio and TV has been the ‘attribution culture’ that has dominated modern media planning where the rules of the game have been determined in the main by the global digital platforms. Richard and Jason discuss how the work Colourtext has been engaged in has addressed this issue and corrected significant flaws in existing measurement methodology that had significantly underreported radio’s ad effectiveness.
Jason will be speaking at this year’s asi International Radio & Audio Conference (6th November 2024 in Venice, Italy) about Campaign FX, a tool developed together with Radiocentre Ireland that is specifically designed to be applicable in smaller radio markets.
To access the Radiocentre research resource centre, click here.
Jason Brownlee talks with Richard Marks:
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