This objective of this study is to update last year’s analysis of the effectiveness of the lamb advertising and promotion program of the American Lamb Board (ALB). The main conclusion is that the lamb checkoff program is still working effectively to increase lamb consumption and sales in the United States. The analysis shows that ALB lamb promotion programs have generated roughly 8 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $44.45 in additional lamb sales per dollar spent on advertising and promotion.