radioGAUGE Regional Insight Campaigns targeting young people (16-19)

6 regional campaigns targeting 16-19 year olds have been measured on radioGAUGE including the following advertisers…

Listeners Non listeners

228

100

On average, regional campaigns targeting young people have seen an uplift of 128% in awareness levels

Ad Awareness

Average uplift in ad awareness, listeners vs. non-listeners

Source: RadioGAUGE

128% uplift

Listeners Non listeners

165

100

Radio on average increases brand relevance by 65% for campaigns targeting 16-34s

Brand Relevance

Average uplift in “this brand is for people like me” score, listeners vs. non-listeners

65% uplift

Source: RadioGAUGE: strongly agree scores

Radio increases brand consideration by 48% for campaigns from advertisers targeting 16-34s

Brand Consideration

Average uplift in brand consideration, listeners vs. non-listeners

Source: RadioGAUGE: strongly agree scores

Listeners Non listeners

148

100

48% uplift

Base: All CR listeners

Mean score (max 10)

Creatively, ads targeting young people engage listeners and keep them involved in the ad. ‘Integration’ of sonic properties (voice, music,

slogans) across media is something to keep in mind to ensure your ads work as effectively as possible

Involvement

Identity

ImpressionInformation

Integration

2

4

6

8

radioGAUGE Targeting young people