Posts by

Pierre Bouvard

Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

By Pierre Bouvard
Nielsen has released all January 2025 Nielsen Portable People Meter markets (except for West Palm Beach). There are significant increases in listening across demographics and time periods.
NCAA March Madness On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

NCAA March Madness On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

By Pierre Bouvard
While the NFL postseason has just wrapped up, marketers are looking ahead to March Madness, a major cultural phenomenon. A series of studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile.
Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase

Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase

By Pierre Bouvard
A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. The most recent studies were fielded in December 2024 and January 2025.
The Extraordinary Cost of Dull: Boring Ads Require 2X To 2.6X Greater Media Spend To Achieve Same Impact As Interesting Ads

The Extraordinary Cost of Dull: Boring Ads Require 2X To 2.6X Greater Media Spend To Achieve Same Impact As Interesting Ads

By Pierre Bouvard
Creative testing giant System1, Adam Morgan, founder of ad agency eatbigfish, Jon Evans, Chief Customer Officer of System1 and host of Uncensored CMO, and Peter Field, the legendary “godfather of marketing effectiveness,” recently released a major study analyzing IPA (The Institute for Practitioners in Advertising) data that revealed brands must spend significantly more media money on dull ads compared to interesting, non-dull ads.
Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms

Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing: ABX, Veritonic, and System1. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants like Les Binet, Peter Field, Alice Sylvester, Byron Sharp, Leslie Wood, Paul Feldwick, Jenni Romaniuk, Andrew Tindall, and Orlando Wood, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices. Now these best practices have been distilled and summarized in a Creative Best Practices Handbook.
Screen Engine/ASI: Audio Is The Ideal Media Platform To Market Video Streaming Services

Screen Engine/ASI: Audio Is The Ideal Media Platform To Market Video Streaming Services

By Pierre Bouvard
A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.
Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics

Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics

By Pierre Bouvard
For the last ten years, Edison Research’s quarterly “Share of Ear” study has been the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Each report is based on a four-quarter rolling average. The most recent Q3 2024 survey is comprised of Q4 2023, Q1 2024, Q2 2024, and Q3 2024. This analysis of the just released Q3 2024 data focuses on what advertisers care most about – ad-supported audio.
Auto Aftermarket Retailers: New Study Reveals Significant Recovery In Shopping, Spending, And Brand Perceptions; AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

Auto Aftermarket Retailers: New Study Reveals Significant Recovery In Shopping, Spending, And Brand Perceptions; AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

By Pierre Bouvard
Click here to view an 11-minute video of the key findings. Click here to download a PDF of the slides. The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct the sixth annual auto aftermarket category study to determine the current state of America’s auto parts retailers.
New Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

New Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

By Pierre Bouvard
What is the latest on the state of media agency and marketer commuting patterns? Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place October 1-4, 2024 and the results were compared to previous conducted in April 2022, October 2022, April 2023, October 2023, and April 2024.
Wayfair’s Campaign Reach Explodes With A Reallocation From Linear TV to AM/FM Radio; Home Improvement Online Shoppers Are Best Reached With AM/FM Radio And Podcasts

Wayfair’s Campaign Reach Explodes With A Reallocation From Linear TV to AM/FM Radio; Home Improvement Online Shoppers Are Best Reached With AM/FM Radio And Podcasts

By Pierre Bouvard
Through the first half of 2024, online home improve­ment pur­chas­es have reached an all-time high representing near­ly 29% of all purchases, according to a study by Open Brand for the Home Improvement Research Institute. Current online home improvement purchases have even surpassed the 2020 pandemic era.