Radio Ad Lab

Welcome to the Radio Ad Lab on RAB.com, an independent organization established in 2001. The Radio Ad Lab is funded by Radio industry companies to further the understanding of how Radio advertising works, to measure Radio’s effectiveness and to increase advertiser and agency confidence in Radio.

The Radio Ad Lab mandate is to improve industry understanding of how Radio advertising works and increase advertiser/agency confidence in Radio as an advertising medium.

The Committee
The Board
Other Projects

The Radio Ad Lab Studies

• New: Engagement, Emotions, and the Power of Radio: A New Study of How Radio Affects Consumer Emotions
• New: Radio and the Internet: Powerful Complements for Advertisers
• Personal Relevance II
• Radio's ROI Advantage
• Synergy Study
• Personal Relevance, Personal Connections
• 3 in 1 RAL Study Summary

Radio Ad Lab Fact Sheets
Put Radio Ad Lab research to work in your proposals and presentations with street-ready Fact Sheets and Powerpoint slides.

Putting Radio Ad Lab to Work

The video below features RAB's SVP/Marketing Scott Vowinkle. It's taken from RAB's upcoming series of online Academy classes for advanced Radio sellers and demonstrates how to use Radio Ad Lab research to enhance proposals and presentations. Click the PLAY button below to start the video.

Radio Ad Lab Summaries

Radio Delivers Solid ROI
Radio Ads Engage Consumers
Radio In the Mix Improves Results

Radio Ad Lab Whitepapers (Archive)

Radio Ads and Product Sales (Published January 2003)
Estimating the Benefit of Adding Radio (Published May 2003)
Radio Effectiveness and Execution (Published March 2004)

Playbooks (PDF)
The playbooks are designed to help you understand the study and key elements of each presentation. Please read each carefully before presenting the either study to others. They are filled with helpful presentation tips, easy to express explanation of key findings and talking points that can impact to your presentation.

Transcripts
The complete, slide-by-slide narrative from each study as recorded by lead Radio Ad Lab researcher Jim Peacock.

Need Acrobat Reader
To view the Playbook, you will need the latest version of Adobe Acrobat Reader. Clicik here to get it.