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Radio Ad Lab

Welcome to the Radio Ad Lab, 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 Studies

• Latest: Engaging Emotions Through Effective Radio Ads
• Engagement, Emotions, and the Power of Radio: A Study of How Radio Affects Consumer Emotions
• 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 Committee and Board

• The Committee
• The Board

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 Whitepapers

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

Other Research Initiatives

• Other Projects

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.