Measuring Radio's Real ROI
James Peacock and Mary BennettThe 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...