Radio and the consumer's mind

James Peacock

In an earlier edition of Admap, I had the pleasure of introducing the Radio Ad Effectiveness Lab (RAEL) and its first two primary research studies about how radio advertising works in the US (1).

Subsequently, in 2005, RAEL released its third major study at the ESOMAR/ARF Worldwide Audience Measurement (WAM) Conference in Montreal (2). That paper, like all RAEL research, is available free on the Radio Ad Lab website: www.RadioAdLab.org.

After those first three studies, the RAEL Research Committee – a tripartite mix of eminent advertiser, agency and broadcast researchers (www.RadioAdLab.com/committee.html) met for a strategic review of the industry's needs. We developed and distributed a new request for proposals to scores of research companies and academic researchers in search of creative and objective new insights into how radio works.