Radiocenter Rolls Out Brand Music Navigator

UK commercial radio association Radiocenter has launched a new tool called Brand Music Navigator, to help advertisers and agencies optimize their use of music to strengthen brands.

Radiocentre, which was formed in 2006 from the merger of the Radio Advertising Bureau (RAB) and the Commercial Radio Companies Association (CRCA), has a membership comprising UK commercial radio stations which fund the organisation. The new semiotics-based tool promises agency planners and creatives the ability to pinpoint the right types of music to enhance advertising, and help strategically build brands.

The tool was unveiled today alongside the results of Radiocentre's new research study 'Strike a Chord', developed in partnership with research agency Push London, neuroscience specialists at Goldsmith University, and a number of semiotic specialists. The study used EEG data to conclude that brands that use music strategically in their ads score more highly across a range of measures than campaigns that do not feature any music and those that use music only tactically.

Planning Director Mark Barber comments: 'In the same way you'd think very carefully about not using images in a TV commercial, this research suggests that using music strategically should also be a default setting for radio advertisers. Those that use music in this way enjoy greater audience engagement and healthier results - and are better placed to take advantage of radio's renowned multiplier effect'.

Web site: www.radiocentre.org .