So far, you've seen good and bad Print and OOH ads from 2018 in this column, and today you'll see the same for Radio. To make this analysis really useful, we've contrasted good and bad 2018 spots within Four Tips for Great Radio Advertising. These tips have emerged through our testing of 13,000 radio spots over the past five years, and 1833 in 2018. For more on radio creative testing, see our Integrated Media pillar page.
In 2016, the Radio Advertising Bureau (RAB) shared ABX research findings in, "Advertising Effectiveness - New Research Shows Radio Potentially Most Effective Medium." The explosive key findings: