Effective Frequency Radio Campaign Weights Common practice amongst

Effective Frequency

Radio Campaign Weights § Common practice amongst agencies when planning an average weight campaign has been to run at 4 OTH a week over a period of 4 -5 weeks. § Lighter weight campaigns will be at 2 -3 OTH (often used for maintenance or drip campaigns within mixed media schedules). § A heavy weight campaign would be 6 OTH+, often used for product or campaign launches.

Effect of campaign objective § Brand launch vs. Brandmaintenance. § How much noise do you need to generate for the brand or message to cut through initially? § Do you want to generate high awareness quickly over a short period of time (in which case running at a higher weight makes sense), ? § Or keep nudging/reminding over the longer-term? § Some campaigns use a combination of the two i. e kick starting the campaign at higher weights of 4/5 OTH to get the idea established then falling back to a lower-weight nudging strategy.

Other factors to consider Radio's role within the media mix § Is radio a support to other media hence playing more of a gentle nudging/reminding role? Message complexity § Bearing in mind that people are doing something else when listening, how many times do they need to hear the ad in order to get the message? § The average frequency of 4 OTH takes into account the fact that with many ads the listener needs to hear it a couple of times before they take out the full message.

Frequency Trendline Total gain in ad awareness Gains in ad awareness by weekly OTH 16. 0% 14. 0% 12. 0% 10. 0% 8. 0% 6. 0% 4. 0% 2. 0% 0 -2 OTH 2 -3 OTH 3 -4 OTH 4 -5 OTH 5 -6 OTH Weekly OTH Source: 600 campaigns on radio. GAUGE 6 -8 OTH 8 -12 OTH

For more information and case study examples please visit http: //www. rab. co. uk/archivedpages/RAB-Guide-Effective-Weights