The Radio Ad Effectiveness Lab is making research on advertiser case studies available on its Web site
One study shows how radio increased sales by nearly 4 percentage points more than TV in test markets for an over-the-counter healthcare product, and radio did it at a lower cost. The study, available at http://www.radioadlab.com/raelcs1.pdf, is the first in a series of case studies available on RAEL’s Web site.
RAEL is funded by radio industry companies and works with advertisers, agencies and radio broadcasters to further the understanding of how radio advertising works, to measure radio’s effectiveness and to increase advertiser and agency confidence in radio.
