Radio Ad Effectiveness Lab Publications, since February 2002. Peacock Research, Inc., was
responsible for overseeing all research done by the Radio Advertising Effectiveness Lab, including
authoring all RAEL publications. These documents include:
Engaging Emotions Through Effective Radio Ads
Engagement, Emotions, and the Power of Radio
Radio and the Internet: Powerful Complements for Advertisers
Personal Relevance Two: Radio’s Receptive Ad Environment
Radio’s ROI Advantage
The Benefits of Synergy: Moving Money Into Radio
Personal Relevance, Personal Connections: How Radio Ads Affect Consumers
RAEL Research Compendium
RAEL White Papers
RAEL Case Studies
All publications are available for free at the RAEL website:
“Staying Tuned” Conference, February 5, 2008, Toronto, Canada. Mr. Peacock was invited to
present the Radio Ad Lab's latest research, Engagement, Emotions, and the Power of Radio at this
large annual Canadian media research conference.
Advertising Research Foundation, “Audience [ME]asurement 2.0,” June 26–27, 2007, New
York City. Mr. Peacock and co-authors Scott Purvis and Richard Hazlett (Gallup & Robinson) previewed
the results from RAEL’s newest study, submitted to the ARF as “Radio & TV Ad Engagement In
Context.” This new study was also introduced to the radio industry at the following conference by the
name adopted by the Radio Ad Lab, Engagement, Emotions, and the Power of Radio.
Interep Radio Symposium, “Radio: New Century, New Directions, New Opportunities,” June 28,
2007, New York City. Mr. Peacock and the RAB’s Mary Bennett joined this prestigious all-day
symposium at Bear Stearns’ headquarters in New York to provide further information about the new
Radio Ad Lab study on how consumers engage subconsciously with radio advertising, Engagement,
Emotions, and the Power of Radio.
Admap magazine, “Radio and the consumer's mind,” July/August 2007. This article summarizes the
first two new studies in the Radio Ad Lab’s latest series of primary research projects about how radio
ads work.
New York Forum on Radio, “RADIO: On-Air, On-Line, On-Site,” March 15, 2007, New York City. Mr.
Peacock joined the RAB’s Mary Bennett in presenting the latest research from the Radio Ad
Effectiveness Lab.
RAB Annual Conference, Dallas, TX, February 2007: Mr. Peacock joined Mary Bennett in presenting
RAEL’s newest study (Radio and the Internet: Powerful Complements for Advertisers) at a combined
press conference/meeting session.
That presentation was followed by a special presentation of RAEL’s Personal Relevance Two
results that focused on the findings for Black and Hispanic respondents.
Advertising Week, New York City, October 27, 2006. Mr. Peacock and the RAB’s Mary Bennett
unveiled the Radio Ad Effectiveness Lab’s newest research, Personal Relevance Two: Radio's
Receptive Ad Environment, before almost 150 members of the press and the advertising and investing
communities at the Bloomberg building in New York. Please see RadioAdLab.org for more information
on this project.
NAB Radio Show, Dallas, Texas, September 21, 2006. Mr. Peacock joined the RAB’s Mary Bennett in
presenting a summary of the Radio Ad Effectiveness Lab’s new research program for 2006-2006, Radio
and the Consumer’s Mind: How Radio Works.
Excellence 2006: ESOMAR World Research Papers, published by ESOMAR, Amsterdam, The
Netherlands, 2006, ISBN 92 831 0190 1. Mr. Peacock's paper, “Radio's ROI Advantage,” was included
in this hardcover edition of “a selection of the best papers presented at the ESOMAR Congress and
ESOMAR conference events held in 2005. These papers have been selected on the basis of their merit
in contributing to excellence and best practice in international research.”
New York Forum on Radio, “New Rules for Radio,” March 15, 2006, New York City. Mr. Peacock
presented Radio’s ROI Advantage, the Radio Ad Effectiveness Lab’s award-winning large-scale test of
how radio’s ROI compares to television.
RAB Annual Conference, Dallas, TX, February 2006. Mr. Peacock joined Mary Bennett in presenting
an update on the progress of the Radio Advertising Effectiveness Lab to a well-attended session at this
annual radio conference.
Advertising Week, New York City, October 2005. Mr. Peacock joined Mary Bennett in presenting an
update on the progress of the Radio Advertising Effectiveness Lab to two separate seminars at the
Museum of Television and Radio.
NAB Radio Show, Philadelphia, PA, October 2005. Mr. Peacock joined Mary Bennett in presenting an
update on the progress of the Radio Advertising Effectiveness Lab to a workshop at this major annual
radio conference.
ESOMAR/ARF Worldwide Audience Measurement (WAM) Conference, Montreal, Canada, June
22, 2005. Mr. Peacock was the co-author of a Radio Ad Effectiveness Lab paper presented at this WAM
conference, and the paper was selected as the best of the day's radio session, which also triggered a
nomination for the John and Mary Goodyear Award for the best paper presented at an ESOMAR event
during 2005. The paper is called Radio’s ROI Advantage, and it presented results from the first-ever
public test in the U.S. of radio’s real-world return on investment compared to television, based on a six-
month BehaviorScan© test in four markets with multiple major U.S. advertisers. Additional information
on this study is available at the Radio Ad Effectiveness Lab website, http://RadioAdLab.org.
RAB Annual Conference, Atlanta, GA, February 2005. Mr. Peacock joined Mary Bennett in
presenting an update on the progress of the Radio Advertising Effectiveness Lab to a workshop at this
major annual radio conference.
NPR Guide to Radio Audience Estimates: What They Are, Where They Come From, And How To
Use (And Not Use) Them, published by National Public Radio, January 2005. Peacock Research
created this introductory guide for users of radio audience data at the request of National Public Radio,
which distributed it as a single document and as discrete chapters to NPR member stations.
Admap magazine, “RAEL: A unique approach to radio research,” December 2004. Representing the
Radio Ad Effectiveness Lab, Mr. Peacock outlined the Lab’s program of research and the rationale
behind it.
ARF Week of Workshops, New York City, September 24, 2003. Mr. Peacock presented another
Radio Ad Effectiveness Lab Case Study to the “Mixed Media Strategies” Workshop at this conference. A
version of the paper was also published as Case Study #2 by the Radio Ad Effectiveness Lab.
ARF-ESOMAR Worldwide Audience Measurement Conference, Los Angeles, June 2003. Mr.
Peacock co-authored a paper with Kaki Hinton and Branch Watkins of Pfizer Inc. for presentation at this
international conference. The paper presents details on a Pfizer proprietary test that was shared with
RAEL, and was published by RAEL as Case Study #1.
Media Research Club of Chicago, Chicago IL, May 13, 2003. The MRCC requested that Mr.
Peacock provide an update on the activities of the Radio Advertising Effectiveness Laboratory.
Radio Advertising Bureau Annual Conference, New Orleans, January 2003. Mr. Peacock joined
his co-authors Mary Bennett and Jerry Lee in presenting an update on the progress of the Radio
Advertising Effectiveness Lab to the annual conference of the RAB.
Advertising Research Foundation’s Multimedia Communications Workshop, Chicago, IL,
November 1, 2001. Mr. Peacock co-presented a paper authored in consultation with George Ivie,
Executive Director of the Media Rating Council. The paper is entitled Fusion: Standards, Guidelines,
and Disclosure, and it summarizes the MRC's recommendations on how the marketplace should
evaluate database integration products. Mr. Peacock was the primary author of those guidelines, in
consultation with MRC members and research suppliers.
TAP/LA AdWatch 2000 Seminar, Mexico City, Mexico, April 4, 2000. Mr. Peacock presented a paper
called Ratings: The Basics of TV Metering, on how to assess the quality of TV ratings services using
meters. The audience included many representatives of international cable networks and operators, and
international advertising agencies and advertisers.
Advertising Research Foundation’s Television Research Workshop, New York, NY, October 28,
1999. Mr. Peacock presented a paper co-authored with Mr. Erwin Ephron which contrasts the television
data from the MRI service with that of Nielsen.
Advertising Research Foundation’s Television Research Workshop, New York, NY, October 28,
1998. Mr. Peacock and his co-author, Federico Enriquez of Turner Broadcasting, presented their paper
entitled, Television Ratings in Mexico—Lessons Learned for International Users.
ESOMAR Worldwide Media Research Seminar, Mexico City, Mexico, October 19, 1998. Mr.
Peacock presented a paper co-authored with Owen Charlebois, President and CEO of BBM Bureau of
Measurement (Toronto), entitled, Not all JICs are Created Equal: Learning from the Canadian
Experience.
New York Radio and TV Research Council, June 15, 1998. Mr. Peacock was asked to moderate a
panel entitled, “New Metering Systems for a Changing Television World.” Other speakers included
representatives from Nielsen, SRI, and Arbitron.
Advertising Age Magazine, May 25, 1998. Mr. Peacock provided a Guest Column entitled, “Web
Measurement Needs Quality Data.” It concerned the need for traditional survey-research quality factors
in panel measurement of Internet usage.
Media Research Club of Chicago, November 11, 1997. Mr. Peacock spoke to this group’s November
lunch meeting on the subject of local television audience measurement.
BBM Vancouver Meter Awareness Day, October 1997. Mr. Peacock was one of four featured
speakers at this half-day conference. Sponsored by BBM, the session served as an introduction to
television meters for the Vancouver market.
Worldwide Readership Research Symposium 8, Vancouver, Canada, October 1997. Mr. Peacock
co-authored and co-presented a paper on response rate research in collaboration with staff from
Simmons Research.
NAB 100+ Exchange Convention, September 20, 1997, New Orleans, LA. Mr. Peacock moderated a
panel on television research at the NAB’s conference for smaller-market broadcasters. The panel was
called “Finding the Lost Viewers: Television Diary Initiatives.”
New York Radio and TV Research Council, June 16, 1997, New York, NY. Mr. Peacock was part of
a three-person panel discussing, “Statistical Issues Facing Media Researchers, Now and in the Future.”
Other panelists included Barry Cook, SVP/Chief Research Officer, Nielsen Media Research, and Dr.
Martin Frankel, Consultant to MRI and Professor, Baruch College, New York.
ARF Electronic Media and Research Technologies Workshop XV, December 3, 1996, New York,
NY. Mr. Peacock served as a “discussant” on a panel devoted to the adequacy of coincidentals as a
validation tool for television measurement.
Institute for International Research Conference, “Using Consumer Insight to Build a Global
Presence,” October 25, 1996, New York, NY. Mr. Peacock was invited to present a paper entitled, So
Quality’s Important—Now What? The paper discussed the fundamental building blocks of quality in
international media research.
3rd Radio Montreux International Radio Symposium, Montreux, Switzerland, June 6-9, 1996. Mr.
Peacock appeared on a panel of experts discussing electronic measurement possibilities for radio.
ARF/ESOMAR Worldwide Electronic and Broadcast Audience Research Symposium, San
Francisco, California, April 1996. Mr. Peacock presented a paper as part of the “Research Design and
Execution” panel. Co-authored with Thomas W. White of Arbitron, the paper was called Radio Station
Competition and the Population: Are Samples Aligned with the Need?
Arbitron
Mr. Peacock also spoke often on behalf of The Arbitron Company through 1995, including as co-author
of the “best paper” at the first ARF/ESOMAR Worldwide Broadcast Audience Research Symposium in
Toronto. The items above are those which occurred since the founding of Peacock Research, Inc.
Curre
