The agency quizzed 3,100 radio listeners to find out what they thought about the quality of the stations they consumed.
The research has led to the introduction of a new ‘quality’ metric in markettiers4dc’s campaign measurement toolkit, as the PR industry as a whole searches for alternatives to the much-derided AVE.
National BBC stations did well as a whole in the study, with Radio 5 Live at number four, but the survey also found local radio stations such as Clyde 1, BBC Radio Scotland and Wave 102 in Dundee were highly rated by listeners.
MD of markettiers4DC Helen Moore said: ‘It was refreshing to see hard-working local radio stations vie for the top of the overall rankings.’
Popular talk station TalkSport came second to Radio 4, and Moore added: ‘This shows the value of genre-specific programming.’
The study asked respondents which radio station they listened to, and asked them to rate the quality, entertainment and trust values they placed in each.
These ratings helped to create a mean average quality rating for national and local stations.
The intergration of this into measurement has been welcomed by independent PR measurement and evaluation body Amec.
Executive director Barry Leggetter said: ‘We are delighted to see a broadcast specialist investigating new ways of demonstrating quality. This is a positive move and we encourage any moves to add value and understanding to the measurement and evaluation process.’