1. Heat oven to 425°F. Combine rub ingredients and 1/4 tsp. pepper; press onto beef roast.
2. Place roast on rack in shallow roasting pan. Do not add water or cover. Roast in 425°F oven 30-40 min. for medium rare; 40-45 min. for medium done.
3. Remove roast when instant-read thermometer inserted in thickest part registers 135°F for medium rare; 150°F for medium. Let stand 15 min. (Temperature will rise to reach 145°F for medium rare; 160°F for medium.) Carve roast across the grain; season with salt.
* Recipe Courtesy of The Beef Checkoff