Tuning In

Roderick White

Radio is the oldest electronic medium, though in some major markets its commercial coverage has been patchy until  recently. However, since the arrival of commercial TV, it has been something of a poor relation complex to plan and buy, and under-researched.

Arguably, it was the late-coming of radio into the UK ad market, and the consequent need for the Radio Advertising Bureau (RAB) to develop the medium, that provided the spark for the current generation of research into radio ads' effectiveness, and now there are well-reported projects and case studies from most of the major ad markets.

In the US, the Radio Advertising Effectiveness Laboratory (RAEL) is a relatively recent industry initiative, and it is its research programme that provides the main focus for this issue of Admap.