Audio Research Forum

Program: 2:30–5:00PM, Reception: 5:00–6:00PM ET

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

Join us for exciting presentations and lively discussion of audio ad effectiveness.  Included will be a local advertiser's description of how radio advertising has made an impact, ESPN will showcase the different approaches that ESPN has taken to understand the evolving role of audio in the media mix and highlight some of the planning approaches that make audio most effective, and Bob McCurdy will reveal the findings of a recent Katz Marketing Solutions study of the role audio plays in successful television commercials, as well as how audio compares to visual in triggering brand identification in these commercials.

Featured Speakers
Emily Bockino – Associate Director of Advertiser Analytics, ESPN
Kelly Johnson – Senior Director, Audio, Integrated Media and Promotion Research, ESPN
Bob McCurdy – President, Katz Marketing Solutions 

December 13, 2012 • Program: 2:30–5:00PM, Reception: 5:00–6:00PM ET

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

Please join us for a very special ARF event!

Join us on Thursday, December 13 for ARF’s next Audio Forum where GfK will share key takeaways from the ARF qualitative study of streaming audio original research study. Bill Rose, Arbitron’s SVP of Marketing, will also be on hand to demonstrate the power of radio in the context of consumers’ daily lives and will offer actionable guidance for how radio advertising could fit into the media mix. Followed by a panel of some of the sponsors of the study sharing their reactions to the findings.

Following our Forum join us for a wine and cheese reception!

Presented by:
Bob DeFelice – VP, Custom Research, GfK
Dr. Thomas Evans – CEO, DTE Research
William Rose – SVP, Marketing, Arbitron
 

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.

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).

Featured Speakers:

• Kim Vasey – Managing Partner/Director of Radio, GroupM
• Annette Malave – VP, Business Development, RAB
• David Marans – EVP of Media, The ARF

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