DMG’s Nova network is still preaching the gospel of two ads in a row, and now has a new prayer book to read from after the completion of a major survey on advertising recall.
Nova, in the grip of religious fervor about its advertising creed, launched the results of the survey at a former church, The Kirk at Surry Hills in Sydney last night to the sounds of gospel singing. A funeral for clutter was held as part of the event and tissues were distributed to ‘mourners’ for A.D. Clutter as they entered the invitation only event.
A coffin covered in flowers was the dark room’s centrepiece, and most people attending the mock funeral were dressed in black. The Reverend Doctor Booby-Lee Nova (wearing lots of bling-bling), also known an Nova’s Simon Kennedy, mingled with the crowd and then opened with a sermon saying:
“This is not a happy day for A.D. Clutter… A.D. Clutter is dead… He was not a popular man… He was an ugly man – he was so ugly he wouldn’t even touch himself.”
On a less flippant note Nova GM Mandi Wicks told the audience: “We’re very excited about this new independent research that confirms that Nova’s environment of never more than two ads in a row provides fantastic cut-through for advertisers and, as we’ve known all along, listeners love it.”
DMG’s Cath O’Connor said: “The issue of advertising clutter is one that will continue into the future and we can see in radio markets beyond Australia (and in other mediums such as pay TV) that many people are trying to come to terms with it.
“From a radio perspective, this new independent study really confirms that a low-clutter environment provides a better opportunity for advertisers.
The research results which are making Nova so evangelical are drawn from a survey conducted by the Marketing Science Centre at the University of South Australia over a period of 19 days in July this year, which sampled 2650 people.
The survey is a followup to research done in 2001, which was criticised at the time for being conducted in a controlled environment.
The “largest Australian study into Ad Clutter ever conducted” compared Nova stations in Sydney and Melbourne with Austereo’s Triple M and Today networks.
In this survey 1427 different ads were tracked and 5203 ad exposures were tested. Each respondent had listened to one of the stations for at least 30 minutes on the day of the interview in Breakfast or Drive. Prompted and unprompted recall were both tested.
The results found that there is “a vast difference in the advertising environment provided by the clutter free Nova network as compared to their traditional radio counterparts.”
Nova stations had 126 brands on air at the time of the survey, compared with the Today and Triple M networks, which had over 300 brands on air. Nova calls this a “high clutter” environment, with Austereo stations carrying 2.5 times more clients than Nova stations.
In the period surveyed, Nova played 798 ads compared with 2426 for 2Day/Fox and 1979 on Triple M. The average Austereo ad break is 3 times longer than Nova, playing an average of 6.2 ads per break compared with Nova’s 2 ads.
The survey found that total recall was 2.58 times stronger in the Nova clutter free environment than the Austereo environment. To achieve a recall figure of 4, the survey found that 2Day FM clients required 25 spots,
Triple M clients required 18 spots, but Nova clients required only 10 spots.
The results justify Nova’s policy of higher rates for its smaller inventory.
The survey reinforced the Austereo push on ‘frequency,’ saying frequency of ad placement “does improve recall but, it does not compensate for clutter.”
The message from the Nova results is: “Your ads simply work harder on Nova.”
Of the total number of clients who were recalled unprompted, those who were placed first in break on Nova had
a recall level of 89%, while those placed first in break on Austereo had a recall level of 63%, reinforcing the assumption that ads placed first and last in a break have more value to advertisers.
Of the total number of clients who were recalled unprompted, those who were placed last in break on Nova had
a recall level of 91% while those placed (last) 6th in break on Austereo had a recall level of 42%. 28% of Austereo clients had first position in breaks, compared with all of Nova’s clients.
The survey found that after 6 spots, just 20% of the listening audience were still listening. Recent People Meter research from the United States also returned similar findings.
What does this mean to advertiseres?
According to Nova’s research: “Nova carries less than half the number of ads on Austereo, resulting in better cut through. Recall is 2.58 times stronger on Nova, meaning that clients ads work harder in a clutter free environment.”
While Nova is understandably evangelical about these positive results, Austereo is sceptical.
Austereo CEO Michael Anderson says the research is “embarrassingly simplistic.”
Entertainment at the launch event included Missy Higgins performing a live set including number one single Scar and her new single Ten Days.