Posts by

Pierre Bouvard

Audio Creative Best Practices: Say The Brand Name Early And Often, Don’t Get Caught Up On Spot Length, And Utilize The Power Of AM/FM Radio And Podcast Personalities

Audio Creative Best Practices: Say The Brand Name Early And Often, Don’t Get Caught Up On Spot Length, And Utilize The Power Of AM/FM Radio And Podcast Personalities

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. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices.
New Studies: AM/FM Radio Is Ideal For Tax Preparation Services As AM/FM Radio Listeners Spend More Than TV Viewers; AM/FM Radio Campaigns Generate Massive Surge In Site Traffic

New Studies: AM/FM Radio Is Ideal For Tax Preparation Services As AM/FM Radio Listeners Spend More Than TV Viewers; AM/FM Radio Campaigns Generate Massive Surge In Site Traffic

By Pierre Bouvard
Two new studies measuring national AM/FM radio campaigns for the recently completed 2022 tax season reveal AM/FM radio is the ideal media platform for tax preparation services and generates significant impact. Here are the key findings.
Nielsen Audio Today Key Takeaways: AM/FM Radio Is At The Center Of The Audio Universe With Massive Reach, Delivering Consumers That Spend On The Path To Purchase And Offering Advertisers A Way To Target Demos With Programming Formats

Nielsen Audio Today Key Takeaways: AM/FM Radio Is At The Center Of The Audio Universe With Massive Reach, Delivering Consumers That Spend On The Path To Purchase And Offering Advertisers A Way To Target Demos With Programming Formats

By Pierre Bouvard
Last week, Nielsen released the latest issue of Audio Today 2022: How America Listens. In the report, Nielsen profiles how Americans use broadcast AM/FM radio, podcasts, streaming, and satellite audio.
Three Solutions To The Podcast Ad Frequency Problem: “Remind The Many, Don’t Lecture The Few”

Three Solutions To The Podcast Ad Frequency Problem: “Remind The Many, Don’t Lecture The Few”

By Pierre Bouvard
The number of times podcast listeners hear an ad campaign is soaring. According to Podsights, the leading podcast attribution measurement firm, average podcast ad frequency has doubled in the past year, reducing podcast conversions. Here are three solutions to the podcast ad frequency problem.
Edison Research’s “Share Of Ear” Q1 2022: Among Registered Voters, AM/FM Radio Dominates Ad-Supported Listening With A 75% Share, Podcasts And AM/FM Radio Streaming Surge, And AM/FM Radio Has An 89% Share In The Car

Edison Research’s “Share Of Ear” Q1 2022: Among Registered Voters, AM/FM Radio Dominates Ad-Supported Listening With A 75% Share, Podcasts And AM/FM Radio Streaming Surge, And AM/FM Radio Has An 89% Share In The Car

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of American audio time use. Edison Research surveys 4,000 Americans to measure daily reach and time spent for all forms of audio. The Q1 2022 report provides an opportunity to study listening among key voter segments and examine ad-supported audio use by location and demographic.
New Online Sports Betting Study: AM/FM Radio Listeners Show Significantly More Interest and Engagement Than TV Viewers

New Online Sports Betting Study: AM/FM Radio Listeners Show Significantly More Interest and Engagement Than TV Viewers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a national brand awareness study of online sports betting brands. 1,252 adults 21+ were surveyed in February 2022. 483 respondents were from states that have legalized sports betting and 769 respondents were from states that have not. The findings were compared to prior studies that were conducted in April and October 2021.
AM/FM Radio Drives Results For Pharmaceutical Brands: Multiple Case Studies Reveal AM/FM Radio Drives Incremental Reach And Action, Grows Share Of Voice, And Delivers High Creative Scores At A Fraction of TV’s CPM

AM/FM Radio Drives Results For Pharmaceutical Brands: Multiple Case Studies Reveal AM/FM Radio Drives Incremental Reach And Action, Grows Share Of Voice, And Delivers High Creative Scores At A Fraction of TV’s CPM

By Pierre Bouvard
Pharmaceutical brands have discovered network radio. According to a Miller Kaplan network radio ad spend analysis, 2021’s pharmaceutical ad spend of $126 million was up 2.5X, skyrocketing from 2018’s $49 million.
Two New Studies Reveal Growing Interest In Cryptocurrency Investing: Podcast And AM/FM Radio Listeners Over Index On Crypto And The Optimal Media Plan Allocation Is 43% Social, 37% Audio, And 19% TV

Two New Studies Reveal Growing Interest In Cryptocurrency Investing: Podcast And AM/FM Radio Listeners Over Index On Crypto And The Optimal Media Plan Allocation Is 43% Social, 37% Audio, And 19% TV

By Pierre Bouvard
Two new studies commissioned by the Cumulus Media | Westwood One Audio Active Group® reveal growing consumer interest in cryptocurrency. The first study was conducted by MARU/Matchbox in January 2022 among 1,023 average Americans. The second study was completed by MESH Experience in December 2021 on behalf of a major financial firm focused on high investable asset individuals who have at least $500,000 of investments.
The Average American Is Exposed More Frequently To Billboards And AM/FM Radio Ads Than Marketers And Media Agencies Since The Ad Industry Commutes Less

The Average American Is Exposed More Frequently To Billboards And AM/FM Radio Ads Than Marketers And Media Agencies Since The Ad Industry Commutes Less

By Pierre Bouvard
Two recently conducted studies reveal the average American is exposed more frequently to billboards and AM/FM radio ads compared to marketers and media agencies. This is because twice as many marketers and media agencies are working from home as the average American.
Nielsen Office Supplies Retailer Sales Effect Study: AM/FM Radio Campaign Grows Sales +11%, Increases Customer Base +6%, And Expands Share Of Category Spend +21%

Nielsen Office Supplies Retailer Sales Effect Study: AM/FM Radio Campaign Grows Sales +11%, Increases Customer Base +6%, And Expands Share Of Category Spend +21%

By Pierre Bouvard
In Summer 2021, a national office supplies retailer ran an AM/FM radio campaign across many radio networks. The Cumulus Media | Westwood One Audio Active Group®, in another historic new post-COVID study, commissioned a Nielsen sales effect study of the entire AM/FM radio campaign that included every AM/FM radio ad run by the retailer.
New Nielsen Consumer Study: Workplace Commuting Increases Sharply, Time Spent In The Car Soars, And Audio Listeners Are More Likely To Make Major Purchases As AM/FM Radio Is The Soundtrack Of The American Economic Recovery

New Nielsen Consumer Study: Workplace Commuting Increases Sharply, Time Spent In The Car Soars, And Audio Listeners Are More Likely To Make Major Purchases As AM/FM Radio Is The Soundtrack Of The American Economic Recovery

By Pierre Bouvard
Nielsen recently released the results of a national consumer study of 1,000 adult 18+ respondents conducted March 2022. It was the eighth in a series of studies released since April 2020 measuring the pandemic’s impact on consumer movement, spending, attitudes, and media usage.
Never Before Seen Nielsen AM/FM Radio Streaming Data: Spoken Word Represents One-Third Of Streaming; There Is A Wide Variation Of Streaming By Market; Streaming Audiences Are Upscale And Employed; Fewer Ads Needed As Reach And Frequency Quickly Accumulates

Never Before Seen Nielsen AM/FM Radio Streaming Data: Spoken Word Represents One-Third Of Streaming; There Is A Wide Variation Of Streaming By Market; Streaming Audiences Are Upscale And Employed; Fewer Ads Needed As Reach And Frequency Quickly Accumulates

By Pierre Bouvard
While audio streaming of AM/FM radio has been around for over 25 years, the proportion of total listening coming from the stream was, until recently, in the single digits. No longer. With Nielsen’s introduction of the headphone enhancement to their Portable People Meter service in October 2020, streaming now represents 11% of total AM/FM radio listening among 12+ Americans.
The Cumulus Media 2022 Audioscape: 6 New Findings About The Podcast Audience And Smart Speaker Owners That Reveal Where They Live, Who They Are, Their Audio Habits, And More

The Cumulus Media 2022 Audioscape: 6 New Findings About The Podcast Audience And Smart Speaker Owners That Reveal Where They Live, Who They Are, Their Audio Habits, And More

By Pierre Bouvard
The recently released Cumulus Media 2022 Audioscape examines the podcast consumer and smart speaker trends using data from Edison Research’s “Share of Ear” Report from Q4 2021.