radioGAUGE was launched in January 2008 to combat the lack of information and understanding about radio effectiveness for individual advertisers. radioGAUGE Predict, the planning tool from the RAB uses aggregated data from all of the 600 campaigns measured on radioGAUGE to arm the industry with quality, trusted, radio effectiveness data. Launched in May, the tool has now been updated with increased targeting options to ensure results are as relevant as possible to the task in hand.

With econometric models playing an increasing role in the media decision-making process by predicting the potential effects of different media mixes, we realise that now we need to supply comms planners with free access to relevant, searchable and high quality data, as and when they need it, to give them a robust picture of what radio would add if included on their plan.