PTG’s truTune solution provides advertisers with a highly contextual platform for testing the effectiveness of radio advertising.
Respondents participating in a truTune study are seated in front of a 60” HD screen monitor and told they are about to go on a simulated drive to test the visibility of highway exit signs under different weather conditions. To make the simulated drive more realistic, the respondent is given the option of listening to three radio stations and is told that he/she may change stations as often as desired.
The test advertising (as well as a competitive ad if applicable) will be heard twice during the commercial breaks, and will be “roadblocked” simultaneously across all radio stations. Roadblocking ensures exposure to the test commercial, regardless of whether or not the respondent elects to “zap” and change stations. As the respondent listens to the radio, the level of involvement is determined, as any “zapping” of the test advertising will be automatically recorded.
Each truTune study evaluates the real-world and ideal world performance of a radio commercial to determine how effective it is and areas where it can be improved. We test for the level of involvement/stopping power, persuasion, recall, main idea communication, competitive imagery, intent to purchase, act or consider, likeability, and other client requested diagnostics.
The truTune methodology has been successfully used by the Radio Advertising Bureau and the Radio Advertising Effectiveness Laboratory (RAEL) to evaluate how radio compares to other media.
To learn more about truTune, please contact us at firstname.lastname@example.org.