Posts by

Pierre Bouvard

Edison’s Q4 2025 “Share Of Ear”: In-Car Listening Grows In Importance For AM/FM Radio As It Dominates The Path To Purchase

Edison’s Q4 2025 “Share Of Ear”: In-Car Listening Grows In Importance For AM/FM Radio As It Dominates The Path To Purchase

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
Auto Aftermarket Retailers: New Study Reveals AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

Auto Aftermarket Retailers: New Study Reveals AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® commissioned Quantilope to conduct the seventh annual auto aftermarket category study to determine the current state of America’s auto parts retailers. 1,000 auto parts shoppers were surveyed in September 2025.
Sports AM/FM Radio Soars With Growing Revenue Shares, Eye Popping Streaming Audiences, And An Upscale Audience That’s In The Market For Just About Everything

Sports AM/FM Radio Soars With Growing Revenue Shares, Eye Popping Streaming Audiences, And An Upscale Audience That’s In The Market For Just About Everything

By Pierre Bouvard
Sports-formatted AM/FM radio stations that feature play-by-play broadcasts along with sports talk are on a tear. Revenue shares and station counts are up. Nielsen reports the sports AM/FM radio format is number one in streaming shares among 18-34s and 25-54s. Ranking third of twenty-four AM/FM radio formats in household income, the sports AM/FM radio audience over indexes for a slew of major purchase categories.
eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

By Pierre Bouvard
It’s a classic case of advertiser perception versus marketplace reality. Marketers perceive audio ROI measurement difficulties. Meanwhile, measurement firms churn out study after study documenting audio sales effect. Audio has entered a golden age of measurement with a wide array of firms now quantifying audio sales effect, brand lift, search and site attribution, and creative effectiveness.
A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

By Pierre Bouvard
Audio represents just 4% of the $4 billion dollars of travel category advertising. However, new studies reveal audio should represent a much greater proportion of the travel intenders media plan.
Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

By Pierre Bouvard
With a population of 175,000, Lake Charles is an unrated market that is home to smart advertisers who understand “you have to win the mind to win the market.” A new study from Quantilope, commissioned by the Cumulus Media | Westwood One Audio Active Group®, measured unaided awareness of brands in a wide variety of local advertiser categories. One hundred consumers in Lake Charles were surveyed from August to October 2025.
NCAA March Madness On Westwood One: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

NCAA March Madness On Westwood One: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

By Pierre Bouvard
While the NFL postseason has just wrapped up, marketers are looking ahead to March Madness, a major cultural phenomenon. A series of studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile.
Don’t Be Shocked By The Podscribe/Oxford Road Podcast Sales Effect Study That Reveals Audio Ads Beat YouTube Video Ads In Effectiveness

Don’t Be Shocked By The Podscribe/Oxford Road Podcast Sales Effect Study That Reveals Audio Ads Beat YouTube Video Ads In Effectiveness

By Pierre Bouvard
YouTube podcast views are 18-25% less effective at driving purchases than audio podcast ads, according to a just released study from Oxford Road and Podscribe. Those who closely follow advertising effectiveness results are not surprised. This is the latest in a series of studies that reveal audio ads trump video ads in attentiveness, engagement, and sales effect.
Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio While Podcast Audiences Age As Older Audiences Surge

Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio While Podcast Audiences Age As Older Audiences Surge

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!

Is Your Attribution Tanking And Brand Lift Weak? Creative Is The Issue; You Need To “Brand Early And Often”!

By Pierre Bouvard
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.”
Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality

Q2 2025 Edison “Share Of Ear”: YouTube Music’s Fantastical Audience Claims Far Exceed Audience Reality

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.
Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers

Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Passive And Active Job Seekers

By Pierre Bouvard
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.