Measuring Radio's Real ROI

James Peacock and Mary Bennett
The Radio Ad Effectiveness Lab, United States

INTRODUCTION

Founded in 2001, the Radio Ad Effectiveness Lab (RAEL) is a nonprofit organization dedicated to creating and disseminating research about how radio advertising works in the United States. One of our distinctive attributes is the active participation of advertisers and agencies in the design of the research and in the communication of our results. That rare collaboration of buyers and sellers, combined with the serious financial commitment of the radio industry, has resulted in a series of significant new studies about radio ad effectiveness.

The first primary research projects were published in 2004, and they provided significant new learning about how radio ads affect consumers, and about how radio can work with other media: