Department store magnate John Wanamaker once famously said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” In this breakthrough study, Edison Media and Arbitron have encoded the TV commercials run by radio stations and matched them against PPM listenership. Does a television commercial get non-users to try a radio station? Does it turn lighter listeners into heavier ones? This study also looked at other marketing efforts in an attempt to finally crack the code of what “really works.” This slideshow was originally presented at the NAB Radio Show in September 2008, and provides real answers on how to best deploy your station’s advertising resources.