The research compares differences in brand awareness and consideration at the post-campaign stage between a sample of commercial radio listeners and a matched sample of non-listeners. It also sets out to quantify the role creativity plays in improving these measures by asking respondents to score each commercial against 11 statements linked to the RAB’s 5Is creative evaluation process: involvement, identity, impression, information and integration.

RadioGauge will be introduced to the South African market officially on 13 May at the inaugural RAB RadioWorks Conference in Capetown, and then in Johannesburg on 18 May.

RAB UK planning director Mark Barber and Jason Brownlee, founder of Dollywagon Media Sciences, are flying in to make the introductions. Brownlee helped develop the RadioGauge approach while heading Other Lines of Enquiry (OLE), the media arm of Dipsticks Research. Both OLE and Dollywagon will be working with RAB South Africa going forward.

Norman Gibson (pictured), the general manager of RAB South Africa, said: “Providing irrefutable proof of the effectiveness of radio advertising remains a critical component in answering radio’s accountability call.”