Posts by

Pierre Bouvard

System1: New Study Reveals How Audio Personalities Drive Advertising Effectiveness

System1: New Study Reveals How Audio Personalities Drive Advertising Effectiveness

By Pierre Bouvard
It is commonly accepted wisdom that a talent read by a podcast host or AM/FM radio personality drives powerful brand impact and sales effect. Now, a new study from System1, the creative effectiveness measurement leader, uncovers how talent reads impact a brand’s market share and short-term sales effect.
Less Is More: Reduce Audio Ad Copy Word Count And Improve Effectiveness, According To Colourtext’s Jason Brownlee

Less Is More: Reduce Audio Ad Copy Word Count And Improve Effectiveness, According To Colourtext’s Jason Brownlee

By Pierre Bouvard
Several firms recently collaborated to produce a first of its kind study that examined thousands of campaigns. Audiotrack is a UK audio distribution service that sends ads from creative agencies to audio publishers. Audiotrack delivers audio ads to all UK and Republic of Ireland radio stations, digital streaming, and podcast platforms. Colourtext, a leading media analysis firm, examined over 10,000 campaigns that aired between 2019 and 2021. The study revealed the lower the audio word count per minute, the greater the brand standout, which in turn increases campaign web response.
Back To The Office: Marketers And Agencies Increase Commutes And Days In The Office; Average Americans Commute More Days And Are Exposed More Frequently To Out-Of-Home Advertising And AM/FM Radio Ads; AM/FM Radio’s Share Of In-Car Listening Soars To An Eight-Year High

Back To The Office: Marketers And Agencies Increase Commutes And Days In The Office; Average Americans Commute More Days And Are Exposed More Frequently To Out-Of-Home Advertising And AM/FM Radio Ads; AM/FM Radio’s Share Of In-Car Listening Soars To An Eight-Year High

By Pierre Bouvard
Two new studies have revealed that despite growth in brand and agency commutes, the marketing industry is still working from home more than the average American. Compared to marketers and agencies, the average American is exposed more frequently to billboards, digital signage, out-of-home advertising, and AM/FM radio ads.
It Finally Happened: Brand Advertisers Now Represent The Majority Of Podcast Ad Spend; Four Major Implications For Targeting, Creative, Brand Safety, And Measurement

It Finally Happened: Brand Advertisers Now Represent The Majority Of Podcast Ad Spend; Four Major Implications For Targeting, Creative, Brand Safety, And Measurement

By Pierre Bouvard
The IAB just released its eighth annual podcast revenue report in partnership with PwC. Brand spending is way up and now represents 61% of all podcast spend, surpassing direct response (39%). Here are the four major implications of the shift to podcast brand advertising.
Nielsen: AM/FM Radio Ratings Continue To Beat TV Among Persons 18-49

Nielsen: AM/FM Radio Ratings Continue To Beat TV Among Persons 18-49

By Pierre Bouvard
According to Nielsen’s Total Audience Report from Q3 2022, AM/FM radio ratings accomplished something few could have foreseen when they beat TV among persons 18-49. Now, in the latest Total Audience Report from Q2 2023, AM/FM radio continues to surpass TV in average audience among 18-49s.
Signal Hill Insights Four-Year Pharmaceutical Brand Tracking Study: Despite Being Outspent 3:1 By TV, AM/FM Radio Outperforms For A Digestion Ailment Medication

Signal Hill Insights Four-Year Pharmaceutical Brand Tracking Study: Despite Being Outspent 3:1 By TV, AM/FM Radio Outperforms For A Digestion Ailment Medication

By Pierre Bouvard
In 2018, a major pharma brand began using AM/FM radio in a meaningful way, long before the pharma industry considered AM/FM radio as a viable media platform. The brand wanted to measure the impact of its audio investment. The Cumulus Media | Westwood One Audio Active Group® retained Signal Hill Insights to conduct seven brand tracking studies over a four-year period.
Upwave Brand Effect Study For E-Commerce Retailer Reveals Podcast And AM/FM Radio Streaming Campaign Increased Familiarity, Brand Perceptions, Consideration, And Purchase Intent

Upwave Brand Effect Study For E-Commerce Retailer Reveals Podcast And AM/FM Radio Streaming Campaign Increased Familiarity, Brand Perceptions, Consideration, And Purchase Intent

By Pierre Bouvard
An e-commerce retailer promoted its brand using AM/FM radio streaming and a sponsorship of the Katy Perry narrated Elizabeth the First, the podcast about the outsized life and career of movie star Elizabeth Taylor. The six-month campaign ran from October 2022 to April 2023. The Cumulus Media | Westwood One Audio Active Group® retained Upwave, a leader in online brand effect measurement, to study the campaign.
56 Million Fans Will Listen To The NFL On Westwood One As Streaming Offers Listeners Enhanced Tune-In Opportunities

56 Million Fans Will Listen To The NFL On Westwood One As Streaming Offers Listeners Enhanced Tune-In Opportunities

By Pierre Bouvard
According to a season-long Nielsen analysis of Portable People Meter tuning, a total of 56 million people listen to the NFL on Westwood One. Here are highlights from the 2023 NFL Listening Report that outline how this massive audience can deliver for advertisers.
AM/FM Radio And Podcasts Can Recapture Lost TV Reach Due To Writers/Actors Strike As 22% Of The Heavy Linear TV Audience Say They Will Watch Less TV This Fall

AM/FM Radio And Podcasts Can Recapture Lost TV Reach Due To Writers/Actors Strike As 22% Of The Heavy Linear TV Audience Say They Will Watch Less TV This Fall

By Pierre Bouvard
To understand the degree to which Americans are aware of the Hollywood writers and actors strike and how media habits might shift as a result, the Cumulus Media | Westwood One Audio Active Group® retained MARU/Matchbox to conduct a nationally representative study of 1,003 Americans taking place August 25-28, 2023.
Pay TV Crisis: Reallocating TV Budgets To AM/FM Radio Can Recover Lost Audiences And Generate Significant Incremental Reach

Pay TV Crisis: Reallocating TV Budgets To AM/FM Radio Can Recover Lost Audiences And Generate Significant Incremental Reach

By Pierre Bouvard
Though the 11-day blackout of Disney cable networks and the ABC TV network from Charter/Spectrum cable that affected 22.2 million viewers has been resolved, pay TV’s woes and declines will continue. Here's how reallocating TV budgets To AM/FM radio can recover lost audiences and generate significant incremental reach for advertisers.
First-Ever Auto Brand “Share Of Ear” Reveals Listening Among Car Owners: AM/FM Radio Represents 60% All In-Car Tuning And 85% Of In-Car Ad-Supported Audio

First-Ever Auto Brand “Share Of Ear” Reveals Listening Among Car Owners: AM/FM Radio Represents 60% All In-Car Tuning And 85% Of In-Car Ad-Supported Audio

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. “Share of Ear” can report audio time use among auto brands’ drivers. Since the inception of the study in 2014, Edison has asked, "What is the model year and brand of your primary car or truck – that is, the one vehicle you spend the most time driving or riding as a passenger?”
“Share Of Ear” Q2 2023: Podcasts And AM/FM Radio Represent The Vast Majority Of Time On The “U.S. Ad-Supported Audio Clock,” Podcast Growth Surge Continues, And Spotify’s Usage Growth Does Not Benefit Advertisers

“Share Of Ear” Q2 2023: Podcasts And AM/FM Radio Represent The Vast Majority Of Time On The “U.S. Ad-Supported Audio Clock,” Podcast Growth Surge Continues, And Spotify’s Usage Growth Does Not Benefit Advertisers

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 to measure daily reach and time spent for all forms of audio. These are the key findings from the Q2 2023 report.
Advertiser Perceptions: Podcast Advertising Consideration And Spending Intention Grow To Nine-Year High Among Agencies And Marketers

Advertiser Perceptions: Podcast Advertising Consideration And Spending Intention Grow To Nine-Year High Among Agencies And Marketers

By Pierre Bouvard
In advance of the first IAB Podcast Upfront in 2015, the Cumulus Media | Westwood One Audio Active Group® commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. For the last nine years, the study has been reprised annually to track buy-side podcast advertising consideration and intention. The latest study, conducted in June 2023 with 302 marketers and media agencies, reveals advertiser/agency interest in podcasting has reached a nine-year high.