RadioGauge, which goes live this week, analyses the effectiveness of radio campaigns and, to date, 50 advertisers have signed up to take part over the next nine months.
The research will be conducted at fortnightly intervals and three advertisers can be included in each wave of questioning.
The first three brands to make use of the service - which was just one of the initiatives introduced by the RAB when it was relaunched in March last year - are Ford, Specsavers and HM Revenue and Customs.
RadioGauge is designed to measure how specific ad campaigns perform according to certain criteria, such as ad awareness and brand consideration. Brands that use the service will have their campaigns compared to relevant campaigns from other advertisers.
The research is conducted through an online self-completion questionnaire, with a sample of respondents recruited from online panels.
For each wave of research, 800 16 to 54-year-olds will be interviewed while listener and non-listener samples will be matched according to age, gender and location.
Firms taking part in the research are offered the service free of charge on a first-come, first-served basis.
Simon Redican, RAB managing director, said advertisers would enjoy increased effectiveness for radio campaigns if the medium is used as part of a wider media plan.
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