The Radio Advertising Bureau Blog

If you looked into the Grafton Suite at the Westbury Hotel in Dublin on Tuesday morning at first you might have just thought that everyone was quietly and intently eating the Irish breakfasts on offer. However, on further inspection you would have noticed they were in fact were all engaged and focused on the launch presentation of RadioGAUGE in Ireland (although I’m sure the breakfast helped things along too!).

RadioGAUGE has established itself in the UK market since it launched in 2008 and has worked well for us as industry at proving radio’s effectiveness and being a conversation starter with advertisers about the campaigns. This has led to us now having measured over 500 campaigns and spiking the interest of overseas markets. The RAB in South Africa launched RadioGAUGE in 2010 and both Ireland and Canada launched pilot studies in 2011. Ireland has now following in the steps of South Africa by signing up to RadioGAUGE for 2012 with four dips of research guaranteed across the year.

Tuesday was not just the launch of RadioGAUGE in another territory but the sign of an industry beginning to work together for the greater good. RadioGAUGE Ireland has been possible because RTE and IBI have come together to fight the common issues that they both faced with agencies and clients wanting definitive proof of how radio is working as part of their campaigns – the same arguments that we faced here in the UK prior to 2008 and the creation of RadioGAUGE.

A room full of people excited about research quite possibly sounds like an oxymoron but this was actually the case at the launch event. I felt a true sense of optimism and positivity towards the launch of RadioGAUGE in the room from both radio group and media agency representatives and the handful or so of questions in the Q&A session demonstrated that people were actually keen to find out more about the offering and how they could get involved.

Here’s hoping that RadioGAUGE provides as much for RTE and IBI as it has for the UK radio industry and that this is just the beginning of a combined effort between the two at proving radio effectiveness in Ireland for all their customers.

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