Radio Ad Effectiveness
Feb 22, 2002, 12:00 AM
The Radio Ad Effectiveness Lab, established last Fall by the Radio Advertising Bureau and Arbitron Inc., has published the findings of its first major project, a compendium of over 50 existing studies on Radio ad effectiveness. The Research Compendium is posted on RAEL's newly launched website at www.radioadlab.com. Key findings of the compendium show that Radio ads result in recall of copy points and brand names; Radio recall is about 80% of TV's; Radio ads produce recall, even with distractions; and Radio ads "create images."