AudioActive

Audio Active Group®

How Pfizer Uses AM/FM Radio To Elevate The Media Plan And Generate Significant Incremental Reach That Lifts Brand Equity

How Pfizer Uses AM/FM Radio To Elevate The Media Plan And Generate Significant Incremental Reach That Lifts Brand Equity

By Pierre Bouvard
Last week Pfizer, the pharmaceutical giant, named Publicis Groupe as their new media agency and awarded Interpublic Group as their lead creative partner. One surprising aspect to Pfizer’s recent success has been its use of AM/FM radio as a key element of its media plan. Here's how Pfizer has used AM/FM radio to elevate their media plan and generate significant incremental reach that lifts brand equity.
Audio Is The Missing Movie Marketing Ingredient: New Study Reveals Audio Listeners Are More Likely To See Summer Releases

Audio Is The Missing Movie Marketing Ingredient: New Study Reveals Audio Listeners Are More Likely To See Summer Releases

By Pierre Bouvard
The summer movie season is off to a fast start with better-than-expected box office results for Disney’s Guardians of the Galaxy Vol. 3 in addition to a strong showing for Universal’s The Super Mario Bros. Movie. New data from Maru reveals audio is the missing movie marketing ingredient and highlights how audio listeners are more likely to see summer releases.
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

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

By Pierre Bouvard
In March 2023, the number of U.S. air travelers matched volumes from the same month in 2019. This is the first time since the pandemic that air travel volumes have equaled 2019 levels. Meanwhile, Kastle Systems, the firm that runs the security systems for major office buildings in the top ten cities, reports security card swipe volumes are half of pre-pandemic levels. What is the latest on the state of media agency and marketer commuting patterns?
82 Million Reasons To Keep AM Radio In Vehicles, Why AM/FM Radio Is Still The Queen Of The Road, And Growing Advertiser Interest For In-Dash Visuals That Accompany An AM/FM Radio Ad

82 Million Reasons To Keep AM Radio In Vehicles, Why AM/FM Radio Is Still The Queen Of The Road, And Growing Advertiser Interest For In-Dash Visuals That Accompany An AM/FM Radio Ad

By Pierre Bouvard
The value of AM radio in the car just received some powerful support in the form of newly released Nielsen audience data. The Nielsen Fall 2022 survey reveals 82,346,800 Americans listen to AM radio monthly.
Upwave Brand Effect Case Study: Cumulus AM/FM Radio Station Stream Takeover Grows Awareness, Ad Recall, And Purchase Intent For A Shoe Brand

Upwave Brand Effect Case Study: Cumulus AM/FM Radio Station Stream Takeover Grows Awareness, Ad Recall, And Purchase Intent For A Shoe Brand

By Pierre Bouvard
Since 2016, AM/FM radio audio streaming has grown to be a major media channel available for marketers and brands. Two recent studies from Edison Research both reveal streaming’s strength in reach and time spent listening. Plus, a new Upwave brand effect study reveals how an AM/FM radio streaming campaign worked for a shoe brand.
Two New Pharmaceutical Studies: Swoop Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among The Digestion Aliment Segment And ABX Report Reveals AM/FM Radio Pharmaceutical Ads Are 94% As Effective As TV Ads At One-Fourth The CPM

Two New Pharmaceutical Studies: Swoop Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among The Digestion Aliment Segment And ABX Report Reveals AM/FM Radio Pharmaceutical Ads Are 94% As Effective As TV Ads At One-Fourth The CPM

By Pierre Bouvard
Since 2018, pharmaceutical and drug store spend on network radio has soared +59%, according to Miller Kaplan. Here are two case studies that illustrate why AM/FM radio works so well for the pharmaceutical category.
Two Slides Every Marketer Needs To Have And Why Brands Should Put 5% Of Their Digital Budgets Into Podcasts: Audio Streaming And Podcast Audiences From Edison Research’s Infinite Dial 2023

Two Slides Every Marketer Needs To Have And Why Brands Should Put 5% Of Their Digital Budgets Into Podcasts: Audio Streaming And Podcast Audiences From Edison Research’s Infinite Dial 2023

By Pierre Bouvard
A few weeks ago, Edison Research released their annual Infinite Dial study. For marketers, the most compelling aspect of the study highlighted audio streaming and podcast audiences. The Cumulus Media | Westwood One Audio Active Group® has summarized the most crucial data on the U.S. audio streaming and podcast audiences into two slides.
New Study: How Ad-Supported Audio Can Power Movie Marketing

New Study: How Ad-Supported Audio Can Power Movie Marketing

By Pierre Bouvard
Analysts predict a strong summer for the movie industry with twice as many films with $100M+ budgets set to release. Creating awareness and interest for movie releases is getting more challenging. To understand the media habits of theatergoers, the Cumulus Media | Westwood One Audio Active Group® commissioned Maru to field a national study of 1,010 consumers aged 18+ in November of 2022. Here are the key findings.
Surprise: AM/FM Radio Ratings Overtake TV Among Persons 18-49 For The First Time In Media History

Surprise: AM/FM Radio Ratings Overtake TV Among Persons 18-49 For The First Time In Media History

By Pierre Bouvard
Last year, Nielsen’s Total Audience Report revealed AM/FM radio won versus TV in 18-34 average audiences. Now, AM/FM radio ratings have accomplished something few could have foreseen. Among persons 18-49, AM/FM radio now beats TV in average audience and weekly reach, a historic first.
Edison’s “Share Of Ear” Q4 2022: Streaming Is Now 20% Of AM/FM Radio Listening, Podcasts Have Surged, And AM/FM Radio Dominates Ad-Supported Time Spent

Edison’s “Share Of Ear” Q4 2022: Streaming Is Now 20% Of AM/FM Radio Listening, Podcasts Have Surged, And AM/FM Radio Dominates Ad-Supported Time Spent

By Liz Mayer
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 Q4 2022 report.
AM/FM Radio Is The Reach Accelerator For Video And Digital: Amplify Your Media Plan With Network Radio

AM/FM Radio Is The Reach Accelerator For Video And Digital: Amplify Your Media Plan With Network Radio

By Pierre Bouvard
Where can advertisers replace lost TV audiences? One approach is to shift more media budgets to digital and social. An analysis from the media optimization platform Nielsen Media Impact reveals such a shift does not grow incremental reach.
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
Two new studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The TV audience consists of casual sports fans. The AM/FM radio play-by-play audience is far more passionate and engaged.