The Benefits Of Synergy: Moving Money Into Radio

James Peacock
Peacock Research, Inc.

As described earlier in this issue of Admap, the Radio Ad Effectiveness Lab (RAEL) is funding several new primary research studies of how radio ads work. These projects resulted from an RFP (request for proposals) issued by RAEL in August 2003, and the projects selected cover three different aspects of radio advertising.

This article reports the results of the second major project completed in 2004, focused on 'synergy' how radio works in combination with other media. It specifically examines what happens to several effectiveness measures when radio is used to replace some (but not all) of the investment in TV or newspapers.