Posts by

Pierre Bouvard

Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!

Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!

By Pierre Bouvard
What to do when media campaign measurement reveals weak website traffic or meager brand lift? Blame the media plan or media vendors?  Most often, creative is the issue and your campaign is failing to “brand early and often.”
Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes

Case Study: Pharmaceutical Brand AM/FM Radio Campaign Generates Growth In Familiarity, Brand Consideration, And Usage; While TV Spend Is 7X AM/FM Radio, Brand Equity Among Heavy TV Viewers Erodes

By Pierre Bouvard
A new study from the Harris Poll Brand Tracker reveals an over-the-counter (OTC) brand from a major pharmaceutical marketer experienced strong results from their 2025 AM/FM radio campaign. Among heavy AM/FM radio listeners, the brand experienced significant growth in awareness, brand favorability, consideration, and usage.
Your Audio Ad Is Horrible; Here’s How To Fix It

Your Audio Ad Is Horrible; Here’s How To Fix It

By Pierre Bouvard
The host of your favorite podcast or radio show launches into an ad. You love the host. She has your attention. You want to support sponsors of the podcast to keep the show going. You are bewildered by massive lists of features and benefits. You’re not sure who the ad is for. More features. More benefits. Right at the end the brand is mentioned several times very quickly. The advertiser is something.com? You need to improve your creative as it drives half of all sales effect.
Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality

Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison Research surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
Your Media Planning Questions Answered: The Audio Planning Guide From The Cumulus Media | Westwood One Audio Active Group<sup class="r">®</sup>

Your Media Planning Questions Answered: The Audio Planning Guide From The Cumulus Media | Westwood One Audio Active Group®

By Pierre Bouvard
In response to commonly asked media planning questions, the Cumulus Media | Westwood One Audio Active Group® developed the Audio Planning Guide. The data is sourced from Edison Research’s “Share of Ear” Report, Nielsen’s Nationwide, and Nielsen’s Media Impact, the media planning and optimization platform.
Perception Vs. Reality: Eight Things Brands Get Wrong About AM/FM Radio

Perception Vs. Reality: Eight Things Brands Get Wrong About AM/FM Radio

By Pierre Bouvard
We’ve collected frequently heard media agency and marketer myths along with a just released August 2025 study from Advertiser Perceptions, the gold standard of advertiser/agency sentiment. Using data from research leaders Nielsen, LeadsRx, and Edison Research, we disprove eight of the biggest misperceptions brands hold about AM/FM radio.
Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect

Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect

By Pierre Bouvard
A series of new studies from NCSolutions, TikTok, and podcast attribution firm Podscribe sheds light on what drives sales effect. Surprisingly, some of the most frequently discussed media tactics show little to no difference in cost of acquisition.