Posts by

Pierre Bouvard

What Steve’s Pest Control Of Columbia, Missouri Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

What Steve’s Pest Control Of Columbia, Missouri Can Teach Madison Avenue About How Advertising Really Works; The Secret: Be Known Before You’re Needed

By Pierre Bouvard
To understand the magnitude of the brand Steve’s Pest Control built with long-term advertising on AM/FM radio, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct a study of 98 consumers in the Columbia-Jefferson City DMA in December 2023.
Amazon Prime Day Is Powered By AM/FM Radio And Podcast Listeners; Plus, Why Retailers Should Give Audio A Starring Role In Holiday Media Plans

Amazon Prime Day Is Powered By AM/FM Radio And Podcast Listeners; Plus, Why Retailers Should Give Audio A Starring Role In Holiday Media Plans

By Pierre Bouvard
This week, Amazon will debut its 10th Prime Day event. From July 16 at 12:01 a.m. PDT through July 17, Prime members will get exclusive access to millions of deals. Since the inception of Amazon Prime Day, the audio audience has been the engine of e-commerce purchases.
YouTube’s Growth As A Podcast Power Player Revealed In Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2024 Report

YouTube’s Growth As A Podcast Power Player Revealed In Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2024 Report

By Pierre Bouvard
In 2021, YouTube was the third most accessed destination for podcasts. In 2022, it tied Spotify as the platform used most among weekly podcast listeners. Now across three studies in 2023 and 2024, YouTube has pulled away from the pack and leads as the most used podcast audience platform in the U.S.
Your Media Plan Has Streaming Music And Podcasts; Can You Check The Box On Audio? Not So Fast – Here’s Why

Your Media Plan Has Streaming Music And Podcasts; Can You Check The Box On Audio? Not So Fast – Here’s Why

By Pierre Bouvard
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. This analysis focuses on what advertisers care about – ad-supported audio.
Advertiser Perceptions: Advertisers Would Pay 16% Extra For In-Car Visual Displays That Sync To AM/FM Radio Ads

Advertiser Perceptions: Advertisers Would Pay 16% Extra For In-Car Visual Displays That Sync To AM/FM Radio Ads

By Pierre Bouvard
According to a May 2024 study of 305 national media agencies and advertisers conducted by Advertiser Perceptions, 80% of agencies and advertisers say they are interested in the ability to display visuals on in-car radio displays that sync to AM/FM radio ads.
Podcast Consumption Is Undercounted Due To Co-Listening, According To The Latest Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2024 Report

Podcast Consumption Is Undercounted Due To Co-Listening, According To The Latest Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2024 Report

By Pierre Bouvard
For the twelfth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 603 weekly podcast consumers from April 19-24, 2024. Two studies are conducted annually. The Spring 2024 Report highlights trends from prior studies and examines topics such as co-listening, platform preference, content trends, perceptions of brand safety and content appropriateness, and more.
Want To Build A Brand? Audio Is At The Ready; What 1,300+ Nielsen Podcast Brand Lift Studies Reveal About Audio’s Ability To Create Future Demand

Want To Build A Brand? Audio Is At The Ready; What 1,300+ Nielsen Podcast Brand Lift Studies Reveal About Audio’s Ability To Create Future Demand

By Pierre Bouvard
A sure sign of brand marketers leaning into podcasts is the increase in brand lift studies conducted by Nielsen. Since 2017, Nielsen has conducted an astonishing 1,300+ podcast brand lift studies. They recently released a series of norms and key insights on their database of podcast brand effect work.
The 24%-18%-58% Rule And A Major New Study Reveal Audio Is A Major ROI Driver

The 24%-18%-58% Rule And A Major New Study Reveal Audio Is A Major ROI Driver

By Pierre Bouvard
Profit Ability 2: The New Business Case for Advertising, a significant new study on marketing effectiveness from measurement firms Gain Theory and Ebiquity, along with media agencies EssenceMediacom, Mindshare, and Wavemaker UK, was released last week. The study reveals how advertising drives profit over time.
Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

By Pierre Bouvard
Over the last five years, the Cumulus Media | Westwood One Audio Active Group® has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors: Brand, creative, reach, recency, and targeting.
Nielsen: AM/FM Radio Elevates The Media Plan With Dramatic Lifts In Incremental Reach Among Light TV Viewers And Younger Demographics

Nielsen: AM/FM Radio Elevates The Media Plan With Dramatic Lifts In Incremental Reach Among Light TV Viewers And Younger Demographics

By Pierre Bouvard
A new Nielsen analysis reveals buying the same media plan as the prior year reaches 12% fewer consumers. Via Nielsen Media Impact, the media optimization and planning platform, Nielsen examined a frequently utilized media plan consisting of 65% linear TV, 10% CTV, and 25% digital.
Head Snapper: Podcast 18-34 Reach Is Now Equal To TV, Female Podcast Habituation Hits An All-Time High, And The One Slide Every Marketer Needs To Have From Edison Research’s Infinite Dial 2024

Head Snapper: Podcast 18-34 Reach Is Now Equal To TV, Female Podcast Habituation Hits An All-Time High, And The One Slide Every Marketer Needs To Have From Edison Research’s Infinite Dial 2024

By Pierre Bouvard
Last week, Edison Research released their annual Infinite Dial study. When Edison Research started the Infinite Dial Study in 1998, the goal was to understand how Americans use emerging forms of audio and new media. or marketers, the most compelling aspect of the study highlighted podcast audiences.
Mediaprobe Neuro Study Smashes The “Sight, Sound, And Motion” Myth: AM/FM Radio Advertising Is +12% More Engaging Than TV Ads

Mediaprobe Neuro Study Smashes The “Sight, Sound, And Motion” Myth: AM/FM Radio Advertising Is +12% More Engaging Than TV Ads

By Pierre Bouvard
In a never-before conducted study, Mediaprobe measured second-by-second electrodermal activity (EDA) and dial data on the response of respondents to pre-recorded AM/FM radio segments in various genres for the purpose of understanding overall strength of ad engagement, brand fit, and recall of the AM/FM radio ads.