Posts by

Pierre Bouvard

Your ROI Obsession Is Killing Sales And Profit Growth And Could Destroy Your Brand

Your ROI Obsession Is Killing Sales And Profit Growth And Could Destroy Your Brand

By Pierre Bouvard
Since COVID, advertising ROI has grown 4% but the profit driven by advertising has dropped by 11%, reports Les Binet, the world’s foremost authority on marketing effectiveness. These findings come from a brand-new study published by Les Binet and Will Davis called, Go Big Or Go Home: How Small Thinking is Killing Advertising and What To Do About It.
Want To Grow Market Share? Increasing Brand Awareness Drives Up Share Of Search, Which In Turn Expands Market Share

Want To Grow Market Share? Increasing Brand Awareness Drives Up Share Of Search, Which In Turn Expands Market Share

By Pierre Bouvard
A new study from Google and Tracksuit, the brand tracking firm, reveals “brand awareness drives share of search. Share of search growth precedes market share increases. The earlier you invest in brand, the greater the return. That’s not a feeling. That’s return on awareness."
Podcast Ads Are Ideal To Reach Ad-Free Video Audience; They Can Save Netflix From Its Sophomore Slump, According To Cumulus Media And Signal Hill Insights’ Podcast Download Spring 2026 Report

Podcast Ads Are Ideal To Reach Ad-Free Video Audience; They Can Save Netflix From Its Sophomore Slump, According To Cumulus Media And Signal Hill Insights’ Podcast Download Spring 2026 Report

By Pierre Bouvard
For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers in April 2026. The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast advertising, and more. Previous highlights of the Podcast Download – Spring 2026 Report examined watchable podcasts on streaming platforms. 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.
Edison’s Q2 2026 “Share Of Ear”: Spotify’s Ad-Supported Music Streaming Audience Is Downscale And Very Small, Contrary To Advertiser Perceptions 

Edison’s Q2 2026 “Share Of Ear”: Spotify’s Ad-Supported Music Streaming Audience Is Downscale And Very Small, Contrary To Advertiser Perceptions 

By Pierre Bouvard
Edison Research at SSRS’ 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.
Reach Future Stellantis Buyers On AM/FM Radio, The Medium Stellantis Drivers Listen To Most

Reach Future Stellantis Buyers On AM/FM Radio, The Medium Stellantis Drivers Listen To Most

By Pierre Bouvard
To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to JD Power, the Stellantis brand has strong customer loyalty. Approximately 53% of Stellantis vehicle owners purchase another vehicle from the Stellantis brand portfolio when returning to the new-car market. This places Stellantis as the manufacturer with the fifth-highest customer retention in the U.S. automotive industry, trailing just behind General Motors, Ford, and Toyota.
Advertiser Perceptions: Podcast Advertising Discussion And Spending Intention Hit A Twelve-Year High Among Agencies And Marketers

Advertiser Perceptions: Podcast Advertising Discussion And Spending Intention Hit A Twelve-Year High Among Agencies And Marketers

By Pierre Bouvard
In advance of the first IAB Podcast Upfront in 2015, the Cumulus Media | Westwood One Audio Active Group® commissioned Advertiser Perceptions to study agency and brand sentiment on podcast advertising. For the last twelve years, the study has been reprised annually to track buy-side podcast advertising consideration and intention. The latest Advertiser Perceptions study, conducted in June 2026 with 300 marketers and media agencies, reveals advertiser/agency podcasting discussion and spending intention has hit a twelve-year high.
Nasal Congestion And Allergy Relief Brand Generates Strong Results With AM/FM Radio Campaign

Nasal Congestion And Allergy Relief Brand Generates Strong Results With AM/FM Radio Campaign

By Pierre Bouvard
A nasal congestion and allergy relief brand ran a major national AM/FM radio campaign in winter 2026. To measure the entire campaign, the Cumulus Media | Westwood Audio Active Group® retained Quantilope to conduct a brand effect study of these exposed and not exposed to the AM/FM radio campaign. 1,000 U.S. adults 35+ were surveyed in March 2026.
Reach Future Tesla Buyers On AM/FM Radio, The Medium Tesla Drivers Listen To Most

Reach Future Tesla Buyers On AM/FM Radio, The Medium Tesla Drivers Listen To Most

By Pierre Bouvard
To build an auto brand one must target current brand owners as well as those who drive the competition. S&P Mobility reports Tesla boasts an exceptional automotive brand loyalty rate of 61.1%, meaning over 6 in 10 owners return to the Tesla brand for their next vehicle purchase. This purchase loyalty outpaces long-established automakers such as Subaru (60.5%), Toyota (59.9%), and the U.S. industry average (52.7%).
Reach Future General Motors Buyers On AM/FM Radio, The Medium GM Drivers Listen To Most

Reach Future General Motors Buyers On AM/FM Radio, The Medium GM Drivers Listen To Most

By Pierre Bouvard
To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to customer satisfaction studies, the General Motors brand has significant customer loyalty. According to data from S&P Global Mobility, approximately 68% of current General Motors owners purchase or lease another new GM vehicle when they come in market. General Motors won S&P Global Mobility’s Overall Loyalty to Manufacturer award for the 11th consecutive year, while the redesigned Chevrolet Equinox captured the top model loyalty honor.