Radio Impact Measurement Service (RIMS)
In-Home/Drive-Time, In-Context Test of Radio Commercials
RIMS is G&R’s real-world technique for testing commercials in actual radio programs under realistic exposure conditions. It can evaluate drive-time and non-drive-time commercials equally well. RIMS adheres to the basic Impact technique of exposure, delay, and interview.
RIMS respondents are pre-recruited online or via the phone to participate in a study of radio listening habits. Those who accept and qualify as being regular radio listeners and meet target sample screening criteria are sent a CD or streaming instructions. The material consist of a radio program consistent with target respondent tastes/interests that contains test and filler commercials. Respondents are recontacted later in the day and taken through core impact questions (delayed recall, communication, persuasion, ad reaction and engagement). They are then presented to the test commercial again and asked additional evaluative and diagnostic questions, which can be tailored to the client’s needs.
RIMS reports include key findings and recommendations, and, if desired, tabulations of all data relative to norms and verbatim respondent playback based on G&R’s proprietary database of success factors. Data findings can be enhanced with a variety of proprietary analytic procedures.
Key Benefits and Features:
- Most realistic system to simulate normal listening environment
- Best measure of radio “attentioning” and retained communication
- Independent evaluation of commercial effectiveness against a validated battery of performance measures
- Full-sample and recaller-based diagnostics for more actionable learning
- Equally applicable for pre-testing or post-testing rough or finished commercials
- Basic design offered as an on-air option
- Norms available in major categories, including B2B and B2C
- Fact-based insights for improving performance