Radio Impact Measurement Service (RIMS)

Radio is becoming an increasingly important part of many brands' media schedules, but radio advertising is not often tested. Radio Impact Measurement Service (RIMS) is G&R's technique for testing commercials in actual radio programs under realistic exposure conditions. It can evaluate drive-time and non-drive-time commercials equally well. RIMS adheres to the basic Impact technique of door-to-door respondent screening in ten markets and test stimulus placement on tape or CD disk of a radio program consistent with target respondent tastes that contains test and filler commercials. By interviewing respondents by telephone the next day, it provides in-depth measures of delayed recall, persuasion and ad reaction, along with helpful full-sample diagnostics on an immediate exposure basis. Reports include tabulations of all data relative to norms, verbatim respondent playback, a performance summary and diagnostic analysis based on G&R's proprietary database of success factors.

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