We provide an updated analysis of the effectiveness of the Lamb Checkoff program conducted by The American Lamb Board since July 2002. The principal conclusion is that the program has resulted in roughly 7.1 to 7.5 pounds of lamb consumption per dollar spent on promotion activities which translates into $37.16 to $39.34 in additional lamb sales per dollar spent on promotion activities. This update is addressed through an econometric analysis of the retail demand for lamb in the United States which takes into account the effects of lamb advertising and promotion expenditures. The results then are used to calculate a benefit-cost ratio for lamb promotion at the retail level. We also provide estimates of the benefit-cost ratio at the producer level conditional on recent farm shares of the retail dollar associated with beef and pork.