The Radio Ad Effectiveness Lab
The Radio Ad Effectiveness Lab (RAEL) is possibly the most exciting initiative undertaken by the Radio industry in recent years. Conceived and launched in 2001, RAEL’s goal is to further the industry’s understanding of how Radio advertising works and to measure its effectiveness, thereby increasing advertiser/agency confidence in Radio as an advertising medium.
The most unique aspect of RAEL is the Research Committee. It is composed of Radio, agency, and advertising executives, assuring that the new research projects have valuable implications for Radio’s best customers. An impressive list of national advertisers and agencies has participated in determining the direction of RAEL’s research projects, and the actual design of the new studies.
RAEL is a major industry commitment to a long-term and objective research program. But before doing any new research, RAEL conducted a review of everything that had been published in the past. Therefore, one of RAEL’s first activities was to assemble all relevant past published research on Radio effectiveness from the last 20 years.
Their efforts uncovered a wide array of interesting and useful studies, and RAEL decided to share what they’d learned in the “RAEL Research Compendium.” A published series of on-going White Papers summarizes findings from the Compendium.
In addition, RAEL has been fortunate to have access to occasional pieces of proprietary research on Radio effectiveness conducted privately by specific advertisers. Those advertisers have been willing to share many of the details of those studies with RAEL and have agreed to limited publication of those results.
RAEL has also published “The Guide to Radio Advertising Testing Services” that lists companies with experience in testing Radio creative.
Learn more about The Radio Ad Effectiveness Lab
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