Radiocentre launches new tool showing commercial radio coverage
Radiocentre has launched Cover Curves Generator, a new ‘rule-of-thumb’ tool to help planners set radio planning weights. The tool analyses RAJAR data for commercial radio as a whole to provide ‘cover curves’ showing how reach percentage builds as ratings increase across a range of different audiences. Planners can use the information to aid their decision-making around setting campaign weights based on achieving a specific reach target – or to estimate campaign coverage based on current planning weights. Users select their audience and the resulting cover curves can be downloaded as an image, PDF or PowerPoint file, meaning planners can effortlessly integrate them into presentations to support their recommendations. The Cover Curves Generator will be updated quarterly with each new wave of RAJAR and is an open data source, meaning agencies can integrate it into their own planning systems if they wish. Mark Barber, Planning Director at Radiocentre, said: “Recent studies have highlighted the importance of high reach for brand building campaigns and radio remains one of the best media for delivering this. The Cover Curves Generator allows planners to exploit this more effectively by providing them with easy access to relevant data enabling them to make more informed decisions about optimising campaign weights to maximise reach”.