Audio Research Forum

Registration

To attend in person or virtually, register via My ARF
If you have any questions, please contact Zena M Pagán at forums@thearf.org

Creative, commercials and cross platform can be the driving forces behind a successful radio campaign.  Come join us to hear how effective good radio creative can be, what happens when the spots come on and and how sports fan move across platforms to satisfy their quest for sports content.

Featured Presentations

• Measuring the Effectiveness of Radio Creative
  Bob McCurdy – President, Katz Marketing Solutions
  Findings from custom research studies performed by the radio industry to measure the engagement and efficacy of specific advertiser’s messaging as well as key performance metrics.  Bob will walk thru radio's ability to impact the 5 branding metrics: awareness, intent, consideration, affinity and advocacy. He will review the performance of different commercials and their impact on various creative metrics.

• What Happens when the Spots Come on – 2011 Edition
  Bill Rose – SVP, Marketing, Arbitron
  What Happens When the Spots Come On: 2011 Edition is a comprehensive update of the landmark 2006 study on radio audience behavior during commercial breaks by Arbitron, Media Monitors, and Coleman Insights. The 2011 study analyzes 18 million commercial breaks, 62 million minutes of commercials, and 866 stations for a year of audience data from all 48 PPM markets to compare the audience level for each minute of a commercial break to the audience for the minute before the commercials began.

• ESPN Radio Audiences: Multi-Device, Multi-Platform, Multi-Location
  Glenn Enoch – VP, Integrated Media, ESPN
  ESPN is at the forefront of research on multi-platform consumption. Glenn will share the seven principles of cross-platform research and discuss how and where sports fans access ESPN content across the full spectrum of distribution platforms.

Lunch will be served from 12:30–1:00PM; the Forum will directly follow.

Last year, the ARF Audio Streaming Task Force was formed and three sub-committees were created to drive the industry forward:

• Subcommittee on Measurement (SOM)
  Purpose: To address how audio streaming is presently being measured. At the upcoming July 28 work session, we will (1) review the draft of a questionnaire to be sent to all major research companies to gather information on how audio streaming is presently being measured and (2) create a list of research suppliers to receive the questionnaire.
• Subcommittee on Agency/Advertisers Practices (SOAP)
  Purpose: To examine attitudes about and uses of audio streaming. The agency/advertisers surveys have been collected. At the July 28th meeting, we will evaluate the results and determine next steps.
• Subcommittee on Qualitative Research (SQR)
  Purpose: To conduct a study of how people use audio streaming. This subcommittee was put on hold until the results of the SOAP’s survey were available in order to understand what agencies and advertisers wanted to know. Discussion on July 28 will focus on initiating a qualitative survey (i.e., developing an RFP and funding).

Agenda

2:30–2:40PM
Welcome & ARF Updates
David Marans – EVP of Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

2:40–2:50PM
Agenda Overview and Introductions
Dr. Thomas Evans – VP-Audio Research & Special Projects, ESPN
Bill Rose – SVP, Marketing, Arbitron
Kim Vasey – Managing Partner/Director of Radio, GroupM

2:50–4:15PM
Committee Reports

• 2:50–3:15PM Subcommittee on Measurement (SOM)
  Kim Vasey – Managing Partner/Director of Radio, GroupM
• 3:15–3:40PM Subcommittee on Agency/Advertisers Practices (SOAP)
  Annette Malave – VP, Business Development, RAB
• 3:40–4:05PM Subcommittee on Qualitative Research (SQR)
  David Marans – EVP of Media, The ARF

4:05–4:20PM
Open Discussion and Q&A

4:20–4:30PM
Next Steps and Wrap Up
Dr. Thomas Evans – VP-Audio Research & Special Projects, ESPN
Bill Rose – SVP, Marketing, Arbitron
Kim Vasey – SVP - Director of Radio, Mediaedge:cia

4:30–5:30PM
Wine and Cheese Reception Presented by GugelPlex TV

It’s About the Creative!
Download the PDF presentation here

In partnership with:
 
 

The ARF and Radio Advertising Bureau are proud to join forces and present this event as part of the "The Audio Research Forum 2011."

Join us as leading industry thought leaders explore this essential topic. Issues will include the effectiveness of differing commercial lengths; the value of "live reads"; frequency and commercial wear-out. It promises to be a thought provoking, informative and lively event, and you are invited! And we welcome you to our networking wine & cheese party which begins as 4:30PM.

Featured Speakers

• Tammy Greenberg – SVP, Business Development, Radio Advertising Bureau
• Laurel Keith – VP of Operations, Ad Results Advertising
• Bob McCurdy – President, Katz Marketing Solutions
• Tony Mennuto – Creative Director, RadioFace
• Lee Seidenberg – Freelance Creative Director/Copywriter