The companies are establishing the Radio Ad Effectiveness Lab, with funding from radio companies, ad rep firms and radio research organizations.
The lab will begin by hiring a consultant to conduct a literature review and take an inventory of radio ad effectiveness research globally.
Findings will be presented at the bureau's annual conference in February in Orlando, Fla. Co-chairs of the ad lab are bureau President-CEO Gary Fries and Owen Charlebois, president of Arbitron Media Services. -- Cara Beardi
Copyright September 2001, Crain Communications Inc.