Posts by

Pierre Bouvard

Reach Future Ford Buyers On The Medium Ford Drivers Listen To Most: AM/FM Radio

Reach Future Ford Buyers On The Medium Ford Drivers Listen To Most: AM/FM Radio

By Pierre Bouvard
To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to S&P Global Mobility data, Ford has a 59% loyalty rate, meaning nearly 6 in 10 customers returning to the market bought another Ford. Ford's truck loyalty is even higher, with the 2025 J.D. Power U.S. Automotive Brand Loyalty Study ranking it highest for the fourth consecutive year at 67%.
Reach Future Chevrolet Buyers On The Medium Chevy Drivers Listen To Most: AM/FM Radio

Reach Future Chevrolet Buyers On The Medium Chevy Drivers Listen To Most: AM/FM Radio

By Pierre Bouvard
To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. Reynolds and Reynolds reports Chevrolet ranks 9th of 39 brands with a loyalty rate of 46%. A recent study by S&P Mobility reveals General Motors is number one for multi-brand loyalty with an outstanding 68%.  
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.
Honda Drivers Listen Most To AM/FM Radio

Honda Drivers Listen Most To AM/FM Radio

By Pierre Bouvard
To build an auto dealer brand, one must target current brand owners and those who drive the competition. Among mass market auto brands, JD Power reports Honda has the second highest loyalty rate of 55%. Among mass market SUV brands, Honda ranks highest for the second consecutive year with a 62% loyalty rate, according to JD Power.
Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

By Pierre Bouvard
Over the last seven years, the Cumulus Media | Westwood One Audio Active Group® has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors: brand, creative, reach, recency, and targeting. We compared marketer and media agency perceptions of the five sales drivers with Circana sales effect data.
Political Inventory On YouTube And CTV Will Be Overwhelmed And CPMs Will Increase Massively; What’s A Campaign To Do? AM/FM Radio To The Rescue; AM/FM Radio? Yes AM/FM Radio!

Political Inventory On YouTube And CTV Will Be Overwhelmed And CPMs Will Increase Massively; What’s A Campaign To Do? AM/FM Radio To The Rescue; AM/FM Radio? Yes AM/FM Radio!

By Pierre Bouvard
Because 2026 political spending is projected to reach a record $11.2 billion, mirroring the intensity of a presidential year, costs are already nearly double the standard platform averages in key battleground markets. CPMs will get pricey.
What Bug-A-Way Pest Control Of Joplin, Missouri Can Teach Marketers About How Advertising Really Works: Be Known Before You’re Needed

What Bug-A-Way Pest Control Of Joplin, Missouri Can Teach Marketers About How Advertising Really Works: Be Known Before You’re Needed

By Pierre Bouvard
To understand the magnitude of the brand Bug-A-Way Pest Control built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 150 consumers in Joplin, Missouri in January 2026.
Seeda Media Mix Modeling: A Fast-Food Brand Wanted To Cut AM/FM Radio; MMM Findings Retained And Expanded AM/FM Radio’s Role In The Media Plan

Seeda Media Mix Modeling: A Fast-Food Brand Wanted To Cut AM/FM Radio; MMM Findings Retained And Expanded AM/FM Radio’s Role In The Media Plan

By Pierre Bouvard
An Australian quick service restaurant planned to cut AM/FM radio spend after months of testing failed to show clear performance. A 60‑day modern Marketing Mix Modelling engagement with Seeda and Supermetrics measured AM/FM radio alongside 20+ channels, reversed the cut, and grew weekly spend.
Edison’s Q4 2025 “Share Of Ear”: In-Car Listening Grows In Importance For AM/FM Radio As It Dominates The Path To Purchase

Edison’s Q4 2025 “Share Of Ear”: In-Car Listening Grows In Importance For AM/FM Radio As It Dominates The Path To Purchase

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
Auto Aftermarket Retailers: New Study Reveals AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

Auto Aftermarket Retailers: New Study Reveals AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct the seventh annual auto aftermarket category study to determine the current state of America’s auto parts retailers. 1,000 auto parts shoppers were surveyed in September 2025.
Sports AM/FM Radio Soars With Growing Revenue Shares, Eye Popping Streaming Audiences, And An Upscale Audience That’s In The Market For Just About Everything

Sports AM/FM Radio Soars With Growing Revenue Shares, Eye Popping Streaming Audiences, And An Upscale Audience That’s In The Market For Just About Everything

By Pierre Bouvard
Sports-formatted AM/FM radio stations that feature play-by-play broadcasts along with sports talk are on a tear. Revenue shares and station counts are up. Nielsen reports the sports AM/FM radio format is number one in streaming shares among 18-34s and 25-54s. Ranking third of twenty-four AM/FM radio formats in household income, the sports AM/FM radio audience over indexes for a slew of major purchase categories.
eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

By Pierre Bouvard
It’s a classic case of advertiser perception versus marketplace reality. Marketers perceive audio ROI measurement difficulties. Meanwhile, measurement firms churn out study after study documenting audio sales effect. Audio has entered a golden age of measurement with a wide array of firms now quantifying audio sales effect, brand lift, search and site attribution, and creative effectiveness.
A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

By Pierre Bouvard
Audio represents just 4% of the $4 billion dollars of travel category advertising. However, new studies reveal audio should represent a much greater proportion of the travel intenders media plan.
Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

By Pierre Bouvard
With a population of 175,000, Lake Charles is an unrated market that is home to smart advertisers who understand “you have to win the mind to win the market.” A new study from Quantilope, commissioned by the Cumulus Media | Westwood One Audio Active Group®, measured unaided awareness of brands in a wide variety of local advertiser categories. One hundred consumers in Lake Charles were surveyed from August to October 2025.
NCAA March Madness On Westwood One: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

NCAA March Madness On Westwood One: 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.