Calculated and experimentally generated complex moduli of tire cord‐rubber composites are compared. Halpin‐Tsai equations in complex form are defined and used to calculate the elastic and loss components of the composite moduli. Additionally, stress‐strain relationships for bias ply composites are included. Experimental techniques consisted of prestrained cyclic tensile and torsional tests on tubular specimens. Composite properties of typical polyester and steel tire cord reinforcements were evaluated as functions of end count, cross‐ply angle, and thickness of rubber filler between plies.