Posts by

Pierre Bouvard

10 Case Studies: How The NFL On Westwood One Drives Business Outcomes For Brands

10 Case Studies: How The NFL On Westwood One Drives Business Outcomes For Brands

By Pierre Bouvard
Any consideration of an NFL investment should include Westwood One’s exclusive audio play-by-play coverage of approximately 100 primetime games. Westwood One is the exclusive network radio partner to the NFL since 1987, featuring regular and post-season NFL football, including the playoffs and the Super Bowl. All primetime broadcasts will also be available on the newly launched Westwood One Sports app.
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.
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 six 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. The findings reveal that marketers vastly understate the sales effect of creative and overestimate the impact of targeting.
Seven Marketing Strategies For An Uncertain Economy: How A Focus On Emotional Campaigns And A Budget Shift To AM/FM Radio Can Keep Brands Afloat

Seven Marketing Strategies For An Uncertain Economy: How A Focus On Emotional Campaigns And A Budget Shift To AM/FM Radio Can Keep Brands Afloat

By Pierre Bouvard
Marketing decisions can be difficult during periods of economic uncertainty. Thankfully, there is a treasure trove of marketing effectiveness best practices from prior economic cycles that can help advertisers stay relevant and protect future sales.
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.
Head Snappers From Edison Research’s Infinite Dial 2025: Podcast 18-34 Reach Is Equal To TV, Female Audiences Soar, And The One Slide Every Marketer Needs

Head Snappers From Edison Research’s Infinite Dial 2025: Podcast 18-34 Reach Is Equal To TV, Female Audiences Soar, And The One Slide Every Marketer Needs

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. In the first 1998 study, a tiny number of consumers had ever tried audio streaming over a dial-up connection. 27 years later, the Infinite Dial is the longest-running study of consumer digital audio use. The results of Edison Research’s 2025 Infinite Dial study contain some compelling insights for marketers and media agencies.
Edison Research’s “Share of Ear” Q4 2024: Your Media Plan Has Streaming Music And Podcasts; Can You Check The Box On Audio? Not So Fast – Here’s Why

Edison Research’s “Share of Ear” Q4 2024: 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.
Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

By Pierre Bouvard
Nielsen has released all January 2025 Nielsen Portable People Meter markets (except for West Palm Beach). There are significant increases in listening across demographics and time periods.
NCAA March Madness On AM/FM Radio: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

NCAA March Madness 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
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.
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.
Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms

Creative Best Practices Handbook: Best Practices From Marketing Effectiveness Leaders And Advertising Measurement Firms

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing: ABX, Veritonic, and System1. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants like Les Binet, Peter Field, Alice Sylvester, Byron Sharp, Leslie Wood, Paul Feldwick, Jenni Romaniuk, Andrew Tindall, and Orlando Wood, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices. Now these best practices have been distilled and summarized in a Creative Best Practices Handbook.