Posts by

Pierre Bouvard

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. 
Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers

Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers

By Pierre Bouvard
To analyze national employment trends and profile job seekers and hiring decision makers, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to field a study in December 2024. 1,000 respondents were surveyed to explore the labor market. These findings were compared to similar studies conducted over the last seven years in 2018, 2021 and 2022.
Perception Vs. Reality: Agencies And Advertisers Underestimate AM/FM Radio Shares And Overestimate Pandora And Spotify Audiences, According To Advertiser Perceptions And Edison’s Q1 2025 “Share Of Ear”

Perception Vs. Reality: Agencies And Advertisers Underestimate AM/FM Radio Shares And Overestimate Pandora And Spotify Audiences, According To Advertiser Perceptions And Edison’s Q1 2025 “Share Of Ear”

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. Advertiser Perceptions is the gold standard measurement of advertiser sentiment. Here are the key findings from Edison’s Q1 2025 “Share of Ear” study.
Tennis Reports On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

Tennis Reports 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
A new study reveals while tennis tournament reports and updates are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The AM/FM radio audience for tennis coverage is affluent and employed, passionate about sports, tennis engaged, and in the market for wide array of major purchases.
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 six 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. The findings reveal that marketers vastly understate the sales effect of creative and overestimate the impact of targeting.
ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

By Pierre Bouvard
One of the most frequently asked questions the Radio Advertising Bureau receives on audio creative involves wear-out. Wear-out is defined as the point where creative testing declines from its peak due to message frequency fatigue. To explore whether wear-out is an issue, the Radio Advertising Bureau commissioned a study from ABX Advertising Benchmark Index, a global leader in creative testing, with half-a-million ads evaluated to date.
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.