Posts by

Pierre Bouvard and Neal Lucey

AM/FM Radio And Podcast Advertising Can Help AI Firms Build Their Brands And Grow Sales, According To New Oxford Road Studies

AM/FM Radio And Podcast Advertising Can Help AI Firms Build Their Brands And Grow Sales, According To New Oxford Road Studies

By Pierre Bouvard and Neal Lucey
A series of new studies jointly commissioned by Oxford Road, the world’s largest podcast advertising agency, and the Cumulus Media | Westwood One Audio Active Group®, find heavy audio listeners are much more likely to be familiar, interested in, and use AI for personal and work purposes. The studies also uncovered a “tale of two cities”: significant differences in AI attitudes among those in the marketing bubble (marketers and media agencies) and everyday Americans.
Westwood One’s NFL Play-By-Play Broadcasts Reach 64 Million Fans Who Are More Passionate And Engaged Than TV Audiences

Westwood One’s NFL Play-By-Play Broadcasts Reach 64 Million Fans Who Are More Passionate And Engaged Than TV Audiences

By Adam Shifrin
New studies from Quantilope and MRI-Simmons reveal that the NFL on Westwood One generates mass reach of highly engaged upscale consumers who are closest to the point of purchase. These new insights and findings are contained in Westwood One’s 2026 NFL Listening Report.
What Henkle’s Ace Hardware Of Joplin, Missouri Can Teach Marketers About How Advertising Really Works: Be Known Before You’re Needed

What Henkle’s Ace Hardware Of Joplin, Missouri Can Teach Marketers About How Advertising Really Works: Be Known Before You’re Needed

By Chuck Mefford
To understand the magnitude of the brand Henkle’s Ace Hardware built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 150 consumers in Joplin, Missouri in January 2026.
AI Best Practices For Local Advertisers Using Artificial Intelligence To Inform Media Planning

AI Best Practices For Local Advertisers Using Artificial Intelligence To Inform Media Planning

By Bob Walker
Artificial intelligence (AI) platforms offer new ways to find information and solve problems. However, AI does not work the same as a Google search. AI requires specific methods of searching, especially when used by local advertisers to inform their media plans and buying decisions.
Why Is Your Audio Media Plan Incomplete Without AM/FM Radio? Massive Incremental Reach And Exclusive In-Car Listening

Why Is Your Audio Media Plan Incomplete Without AM/FM Radio? Massive Incremental Reach And Exclusive In-Car Listening

By Lauren Vetrano
Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts. A study recently conducted by Advertiser Perceptions and an analysis of Edison’s “Share of Ear” reveal a media plan without AM/FM radio will miss most of America.
Media Mix Modelers Should Consider Radio As A New Media Channel Due To New As-Run Radio Deliveries Which Are A “Trend Break,” “Stand Alone” Dataset; Modelers Should Not Constrain Current Radio ROI With Historical Performance

Media Mix Modelers Should Consider Radio As A New Media Channel Due To New As-Run Radio Deliveries Which Are A “Trend Break,” “Stand Alone” Dataset; Modelers Should Not Constrain Current Radio ROI With Historical Performance

By John Fix
Often media mix models apply “historical guard rails” to constrain ROIs to conform to prior performance ranges. In essence, current ROI performance conforms to the past. This assures a constancy in ROI trending but is improper when a major change in the data quality occurs.
Podcast Advertising Is Ideal For Reaching The Ad-Free Subscription Video Audience; Audio Is Also Ideal For Video Streamers to Promote Their Brands, According To Cumulus Media And Signal Hill Insights’ Podcast Download Fall 2025 Report

Podcast Advertising Is Ideal For Reaching The Ad-Free Subscription Video Audience; Audio Is Also Ideal For Video Streamers to Promote Their Brands, According To Cumulus Media And Signal Hill Insights’ Podcast Download Fall 2025 Report

By Lauren Vetrano
In November of last year, Cumulus Media | Westwood One and Signal Hill Insights released the fifteenth installment of the Podcast Download series. Quantilope conducted an in-depth study of 603 weekly podcast consumers October 8th-21th 2025. The Fall 2025 report highlighted audience trends such as platform preference, content preferences, advertiser usage of podcast advertising, and more. Today’s focus is how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming video platforms.
What Bradshaw & Bryant Of St. Cloud, Minnesota Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

What Bradshaw & Bryant Of St. Cloud, Minnesota Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

By Chuck Mefford
To understand the magnitude of the brand Bradshaw & Bryant has built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct a study of 120 consumers in the St. Cloud DMA in May 2025.
Why Media Monitors’ Massive Market Expansion Of AM/FM Radio Ad Occurrence Measurement Is A Breakthrough For AM/FM Radio Performance In Media Mix Modeling

Why Media Monitors’ Massive Market Expansion Of AM/FM Radio Ad Occurrence Measurement Is A Breakthrough For AM/FM Radio Performance In Media Mix Modeling

By John Fix
Last week, Media Monitors, the leading commercial ad occurrence measurement firm, made two historic announcements that will dramatically improve the quality of AM/FM radio ad deliveries needed for Media Mix Modeling and attribution measurement.
Underspending Generates Weak ROI In Media Mix Modeling And The Benefits Of Moving To An Optimization Mindset Of “Did This Execution Of AM/FM Radio Work”

Underspending Generates Weak ROI In Media Mix Modeling And The Benefits Of Moving To An Optimization Mindset Of “Did This Execution Of AM/FM Radio Work”

By John Fix
Often MMM reports produce something called a “response curve,” which shows the sales response and ROI of a media channel across the range of impressions and GRP weight. Response curves are used to show how the ROI and sales shift as the investment level changes.
New Knit Podcast Consumer Study: Podcast Audiences Have An Appetite For New Podcasts And Want Relevant Topics And Humor In Podcast Promos

New Knit Podcast Consumer Study: Podcast Audiences Have An Appetite For New Podcasts And Want Relevant Topics And Humor In Podcast Promos

By Lauren Vetrano
The Cumulus Media | Westwood One Audio Active Group® presented a keynote last Thursday along with Amplifi Media and System1. The topic of the discussion was “Unleashing the Power of Effective Audio Promos” and included findings from a study conducted in partnership with Knit, a survey platform that collects video responses.
5-Question Framework: How To Evaluate An Advertiser’s Position And The Ability Of A Media Vehicle To Scale

5-Question Framework: How To Evaluate An Advertiser’s Position And The Ability Of A Media Vehicle To Scale

By John Fix
John Fix's talking points form the basis of a 5-Question Framework applied to audio that covers the multi-year journey at P&G to address the viability of audio advertising (network radio and podcasting). This framework can be applied to any media.