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JNLRs confirm Independent Radio’s unrivalled ability to reach Ireland’s consumers

RadioGAUGE, the groundbreaking advertising measurement tool for media buyers and advertisers will undertake its first wave of research in April.   Advertisers and Agencies will be contacted in the coming weeks regarding campaigns they would like to be considered for this RadioGAUGE Research wave.

The Independent Broadcasters of Ireland (IBI) and RTÉ Radio have invested over €100,000 in launching RadioGAUGE in Ireland and it is free to advertisers and media buyers wishing to measure the effectiveness of their radio advertisement campaign as well as the impact of creativity on a campaign’s success.

“At a time when there is increased competition for advertising spend, The JNLRs published this week once again demonstrate the unparalleled ability of independent radio to reach consumers.  2.43 million potential customers listen to independent radio stations on an average weekday. This is an increase of 19,000 people year on year and proves that radio is an unrivalled medium for advertisers who want to reach an engaged audience”, said Scott Williams, Chairman of the Independent Broadcasters of Ireland

According to Williams, the level of engagement and the depth of loyalty listeners have with their radio stations in not replicated with any other medium.  “If you think about it, people tend to have favourite TV programmes, rather than favourite TV stations so there is no loyalty to any one station.  With radio, time and again you will hear people talking about their favourite radio station and this is an opportunity advertisers need to recognize and grasp” he said.

“Advertisers also need to rethink their approach to media buying”, said Williams.  “The most common approach among media buyers is to think national first, then local.  I would challenge that thinking based on the strength and reach of independent radio stations.   The most effective way to reach consumers is through their local communities and local radio is the lynchpin of many communities across Ireland. Remember 2 out of every 3 minutes spent listening to radio on an average weekday is to independent radio”.

With Radio Gauge RTÉ and Independent broadcasters are leading the way in working with advertisers to help them improve the creativity and effectiveness of their advertising”, said Scott Williams.  “The more impact radio campaigns have, the greater potential advertising spend on radio.  It’s a win-win for the radio industry and for advertisers.“

RadioGAUGE is fast becoming the global standard for measuring radio advertising effectiveness.  It has been operating very successfully in the United Kingdom for the past five years where, in 2010 it was credited by the Radio Advertising Bureau with increasing radio advertising spend for the first time in four years. It is also used in South Africa, Germany, Canada and now Ireland, as well as an ongoing pilot in Finland.

RTÉ Radio and The Independent Broadcasters of Ireland have worked together successfully on a number of ‘Choose Radio’ projects over the past few year, promoting radio to the media industry. RadioGAUGE takes this partnership to a new level.

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