WPP Media: Major New Sales Effect Study Reveals Digital Audio And AM/FM Radio Excel In Return On Advertising Spend
Looking for fresh evidence on audio and radio advertising ROI? Look no further than one of the world’s largest media agencies.
Posts by
Pierre Bouvard
Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!
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.”
Your Audio Ad Is Horrible; Here’s How To Fix It
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.
Marketing Effectiveness Firm Effie Names AM/FM Radio And Podcasts “Super Touchpoints,” Media That Create Immediate Sales And Lasting Brand Effects
A major new study from Effie released this year at the prestigious Cannes Advertising Festival named AM/FM radio and podcasts as deserving of the “Super Touchpoints” effectiveness honor.
Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality
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.
Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Hiring Decision Makers
To profile 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.
Automotive “Share Of Ear”: Across Auto Brands, AM/FM Radio Represents 56% Of All In-Car Tuning And A Whopping 85% Share Of In-Car Ad-Supported Audio
For the third year, the Cumulus Media | Westwood One Audio Active Group® conducted a special auto brand analysis of Edison’s “Share of Ear,” the long running audio tracking study.
Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect
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.
AM/FM Radio Visuals Matter: New Studies Find Quu Visual AM/FM Radio Ads Generate Significant Lift In Purchase Intent; System1 Visual Creative Best Practices Enhance Campaign Effect
A major study by Quantilope reveals Quu in-dash visual ads on vehicle screens drive significant awareness, consideration, and purchase intent.
Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers
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.
Advertiser Perceptions: Podcast Advertising Usage And Spending Intention Explode To Eleven-Year High Among Agencies And Marketers
The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an eleven-year high.
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”
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.
New Back To The Office Study: Marketer, Agency, And Average American Commutes Surge As AM/FM Radio Is The Queen of The Road
Despite the marketing industry historically working from home more than average Americans, two new studies reveal the two groups are now mostly aligned with their commutes.
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
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
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
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.