Posts by

Pierre Bouvard

Screen Engine/ASI: Audio Is The Ideal Media Platform To Market Video Streaming Services

Screen Engine/ASI: Audio Is The Ideal Media Platform To Market Video Streaming Services

By Pierre Bouvard
A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. The Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.
Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics

Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics

By Pierre Bouvard
For the last ten years, Edison Research’s quarterly “Share of Ear” study has been 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. Each report is based on a four-quarter rolling average. The most recent Q3 2024 survey is comprised of Q4 2023, Q1 2024, Q2 2024, and Q3 2024. This analysis of the just released Q3 2024 data focuses on what advertisers care most about – ad-supported audio.
Auto Aftermarket Retailers: New Study Reveals Significant Recovery In Shopping, Spending, And Brand Perceptions; AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

Auto Aftermarket Retailers: New Study Reveals Significant Recovery In Shopping, Spending, And Brand Perceptions; AM/FM Radio And Podcasts Are Ideal To Reach Auto Parts Shoppers

By Pierre Bouvard
Click here to view an 11-minute video of the key findings. Click here to download a PDF of the slides. The Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to conduct the sixth annual auto aftermarket category study to determine the current state of America’s auto parts retailers.
New Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

New Back To The Office Study: Marketers, Agencies And Average Americans Now Have Similar Commuting Habits

By Pierre Bouvard
What is the latest on the state of media agency and marketer commuting patterns? Marketers and media agencies are increasing their commutes and spending more days at the office, according to a brand new Advertiser Perceptions study of 305 media agencies and brands commissioned by the Cumulus Media | Westwood One Audio Active Group®. Interviews took place October 1-4, 2024 and the results were compared to previous conducted in April 2022, October 2022, April 2023, October 2023, and April 2024.
Wayfair’s Campaign Reach Explodes With A Reallocation From Linear TV to AM/FM Radio; Home Improvement Online Shoppers Are Best Reached With AM/FM Radio And Podcasts

Wayfair’s Campaign Reach Explodes With A Reallocation From Linear TV to AM/FM Radio; Home Improvement Online Shoppers Are Best Reached With AM/FM Radio And Podcasts

By Pierre Bouvard
Through the first half of 2024, online home improve­ment pur­chas­es have reached an all-time high representing near­ly 29% of all purchases, according to a study by Open Brand for the Home Improvement Research Institute. Current online home improvement purchases have even surpassed the 2020 pandemic era.
In 2025, Total U.S. AM/FM Radio Listening Levels To Grow An Estimated 10% Due To Nielsen Portable People Meter Crediting Enhancement; AM/FM Radio To Surpass TV In 25-54 Average Audience

In 2025, Total U.S. AM/FM Radio Listening Levels To Grow An Estimated 10% Due To Nielsen Portable People Meter Crediting Enhancement; AM/FM Radio To Surpass TV In 25-54 Average Audience

By Pierre Bouvard
In a series of private meetings with customers, Nielsen has revealed potential plans to enhance the way it generates average quarter-hour audiences in the 48 markets which utilize the Portable People Meter. Crediting to AM/FM radio listening in local PPM markets will increase by +24%. For national marketers and media agencies, the expected impact in 2025 will be a +10% increase in total U.S. listening levels.
Has Your Media Plan Fully Saturated Podcasts? To Grow Sales, Shift Weight From Cable To AM/FM Radio

Has Your Media Plan Fully Saturated Podcasts? To Grow Sales, Shift Weight From Cable To AM/FM Radio

By Pierre Bouvard
How does a brand generate incremental reach to grow sales without increasing the budget? Two brands, a meal kit firm and a subscription management app, were measured by the Harris Poll Brand Tracker and analyzed using media plan optimizations via Nielsen Media Impact to determine how to resume growth without increasing media budgets.
AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among Heavy AM/FM Radio Listeners Than Among Heavy TV Viewers

AM/FM Radio Powers Tax Preparation Brand Advertising Effectiveness According To Four New Studies; Despite Spending 12X On TV Versus AM/FM Radio, Brand Familiarity Is Greater Among Heavy AM/FM Radio Listeners Than Among Heavy TV Viewers

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® fielded a series of studies to measure the impact of multiple tax preparation services’ AM/FM radio campaigns in 2024.
What Ever Happened To Pandora? Edison’s Q2 2024 “Share Of Ear” Reveals Pandora’s Stunning Collapse And The Enduring Strength Of AM/FM Radio And Podcasts

What Ever Happened To Pandora? Edison’s Q2 2024 “Share Of Ear” Reveals Pandora’s Stunning Collapse And The Enduring Strength Of AM/FM Radio And Podcasts

By Pierre Bouvard
For the last ten years, Edison Research’s quarterly “Share of Ear” study has been 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 of the just released Q2 2024 data focuses on what advertisers care about – ad-supported audio.
Adelaide Attentiveness Measurement: $1,000 Of AM/FM Radio Ads Require $2,635 Worth Of Facebook Ads To Achieve The Same Level Of Attention; Audio Platforms Generate Nearly The Same Attentiveness As TV

Adelaide Attentiveness Measurement: $1,000 Of AM/FM Radio Ads Require $2,635 Worth Of Facebook Ads To Achieve The Same Level Of Attention; Audio Platforms Generate Nearly The Same Attentiveness As TV

By Pierre Bouvard
The Advertising Research Foundation defines advertising attention as “the degree to which those exposed to the advertising are focused on it.” Adelaide measures how ads on media platforms get noticed, hold attention, and impact memory.
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.