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AWARENESS (ALL MENTIONS) - SPONTANEOUS. Q3b Which advertiser have you heard of? Which others?. Listeners. Non-listeners. Stage 1. Stage 2. Stage 2. Stage 1. %. Base: All. AWARENESS OF RADIO CONTEXT.

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  1. AWARENESS (ALL MENTIONS) - SPONTANEOUS Q3b Which advertiser have you heard of? Which others? Listeners Non-listeners Stage 1 Stage 2 Stage 2 Stage 1 % Base: All

  2. AWARENESS OF RADIO CONTEXT Q8c The advertising for this client goes out during a particular feature within a show on the radio stations you would hear it on. Which feature, if any, do you associate this advertising with? 100 78% OF LISTENERS RECOGNISE HEARING THE ADVERTISING % Base: All Stage 2 listeners who recognise hearing the radio campaign – 90% revenue on Network Drive, 10% revenue on Entertainment News

  3. APPROPRIATENESS Q9 Overall, how appropriate is this advertising campaign in the Traffic & Travel and Entertainment news? LISTENERS Stage 2 100 85% % Base: All Stage 2 listeners

  4. KEY MEASURES - COMPARISONS (SPOT ADVERTISING) Network Drive & Entertainment News Advertiser Average across 50 Clark Chapman radio advertising surveys Duration (weeks) 7 6 Advertising awareness - prompted : radio attribution 33 14 Frequency of hearing (a lot / a few times) 79 54 Amongst all recognise radio campaign Appropriateness - very / fairly 85 77 The radio campaign… …messages are clear 96 76 …encourages to go to/consider/buy 74 47 c clark chapman

  5. RADIO ADVERTISING ATTITUDES & OPINIONS Q13 I am going to read out some statements other people have made about this client’s radio advertising. For each one please tell me the extent to which you agree or disagree. Stage 3 Stage 2 100 +32 +44 +48 +47 +40 . . . . . . . . . . . . . . . . % agree/ disagree n/a n/a 100 +29 +23 -68 +24 +12 -65 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . % agree/ disagree Base: All Stage 2 & 3

  6. As part of a new launch campaign, this motor advertiser has used Network Drive. As part of the added value, GTN UK offered to fund a piece of bespoke research to gauge the effectiveness of the media buying and the package on which it was bought. LISTENERS NON-LISTENERS Stage 1 Stage 2 Stage 1 Stage 2 MAKES OF LUXURY OR PREMIUM CARS WOULD CONSIDER - PROMPTED 11% increase Source: Clarke Chapman

  7. This motor advertiser has run a radio advertising campaign on Network Drive. As part of the added value, GTN UK offered to fund a piece of bespoke research to gauge the effectiveness of the media buying and the package on which it was bought. . LISTENERS NON-LISTENERS Stage 1 Stage 2 Stage 3 Stage 1 Stage 2 Stage 3 MAKES OF VANS WOULD CHOOSE - PROMPTED 14% Increase Source: Clarke Chapman

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