This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight combined radio and TV campaigns relating to beer products were analysed. Three different instruments and/or methods to determine the advertising impact of radio (and TV) were used: the (more or less) classical survey covering the well-known advertising-impact indicators, such as advertising awareness and brand awareness; sales analyses based on measured purchases and measured TV and (surveyed) radio consumption within a Single Source Panel; and an econometric model based exclusively on market data. The positive results, which tend to be very similar, should strengthen confidence both in the instruments used and in the effectiveness of radio advertising.
Within the scope of the ARD Method Test the standard instrument of radio listener research in the FRG, daily-routine survey, according to the pattern of Media Analysis '90 was tested against two versions of diary: diary with or without coverage of daily-routine activities. In addition a coincidental check was conducted, which is regarded the best technique for controlling broadcast media reaches. The comparative analysis of the four tested survey methods for listener research shows once more that each instrument of empirical media research has specific advantages and disadvantages. These have to be analysed carefully in order to evaluate their relevance for the reproduction of the subject of analysis. Result comparisons of the combined method test presented here, however, show as well that the subject of analysis - radio usage - is not at all a diffuse or casual "marginal activity' hardly to be measured in a reliable way. On the contrary, the concurrence of important indicators of radio usage in all four survey methods can be taken as confirmation that there is no need for immediate action regarding a change of radio audience measurement within Media Analysis.