RAEL Study Honored By ESOMAR

The RADIO AD EFFECTIVENESS LAB's study "Radio's ROI Advantage" has been nominated for ESOMAR's JOHN AND MARY GOODYEAR Award and published in the annual "Excellence 2006: ESOMAR World Research Papers" compendium. The study showed significantly better returns on investment for four national radio campaigns as opposed to TV.

RAEL Research Committee co-Chair and RAB EVP, Marketing MARY BENNETT said that "this recognition from ESOMAR is a testament to the radio industry’s commitment to help marketers understand how radio advertising works and to measure its effectiveness. With the establishment of RAEL, and the ongoing effort to ensure that advertisers and agency representatives have significant input in the direction of the research, radio has taken a major leap forward in defining the medium’s power with consumers."

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