Posts by

Pierre Bouvard

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.
Perception Vs. Reality: Agencies And Advertisers Underestimate AM/FM Radio Shares And Overestimate Pandora And Spotify Audiences, According To Advertiser Perceptions And Edison’s Q1 2025 “Share Of Ear”

Perception Vs. Reality: Agencies And Advertisers Underestimate AM/FM Radio Shares And Overestimate Pandora And Spotify Audiences, According To Advertiser Perceptions And Edison’s Q1 2025 “Share Of Ear”

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. Advertiser Perceptions is the gold standard measurement of advertiser sentiment. Here are the key findings from Edison’s Q1 2025 “Share of Ear” study.
Tennis Reports On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

Tennis Reports 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
A new study reveals while tennis tournament reports and updates are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The AM/FM radio audience for tennis coverage is affluent and employed, passionate about sports, tennis engaged, and in the market for wide array of major purchases.
ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

By Pierre Bouvard
One of the most frequently asked questions the Radio Advertising Bureau receives on audio creative involves wear-out. Wear-out is defined as the point where creative testing declines from its peak due to message frequency fatigue. To explore whether wear-out is an issue, the Radio Advertising Bureau commissioned a study from ABX Advertising Benchmark Index, a global leader in creative testing, with half-a-million ads evaluated to date.
Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase

Advertiser Perceptions: National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase

By Pierre Bouvard
A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. The most recent studies were fielded in December 2024 and January 2025.
The Extraordinary Cost of Dull: Boring Ads Require 2X To 2.6X Greater Media Spend To Achieve Same Impact As Interesting Ads

The Extraordinary Cost of Dull: Boring Ads Require 2X To 2.6X Greater Media Spend To Achieve Same Impact As Interesting Ads

By Pierre Bouvard
Creative testing giant System1, Adam Morgan, founder of ad agency eatbigfish, Jon Evans, Chief Customer Officer of System1 and host of Uncensored CMO, and Peter Field, the legendary “godfather of marketing effectiveness,” recently released a major study analyzing IPA (The Institute for Practitioners in Advertising) data that revealed brands must spend significantly more media money on dull ads compared to interesting, non-dull ads.