Our Radio Audit benchmarks all regional and national stations to help identify how efficient a client schedule is by target audience and region. Our audit will then advise on the best strategy to optimise your campaigns potential. We make sure that the radio brief is comparable in detail to the TV or digital brief so the result does not focus solely on the price versus the benchmarks.
23MA helped us to link our TV & digital target audience to the correct radio station mix. They advised on spot lengths, the cost of the time length and how to align this with our media budget.
The audit focused our regional buying to a station cost and quality trade off, helping us to better monitor day-parts, day of week, coverage against the cost of the spots.
Key Radio Audit Parameters
| Verification of airtime | |
| Competitor analysis | |
| Daypart and day of week analysis | |
| Audience Profiling & Conversions | |
| Coverage & Frequency analysis | |
| Cost performance by station & group | |
| Audit Recommendations/action points |
Enhance Your Radio Advertising – Add in Our Radio Consultancy
| Ad Creative analysis | |
| Investment value of using radio within your full media mix | |
| Combining radio analysis with brand awareness & purchase cycles | |
| Advice to advertisers on station mix, day-part and day of week delivery | |
| Advice on negotiation of CPT (cost per thousand) for future campaigns |
