Posts by

Pierre Bouvard

eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

By Pierre Bouvard
It’s a classic case of advertiser perception versus marketplace reality. Marketers perceive audio ROI measurement difficulties. Meanwhile, measurement firms churn out study after study documenting audio sales effect. Audio has entered a golden age of measurement with a wide array of firms now quantifying audio sales effect, brand lift, search and site attribution, and creative effectiveness.
A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

A Wide Variety Of AM/FM Radio Programming Formats Reach Travel Intenders; Sports Radio Out Performs for Hotel, Airline, And Cruise Brands

By Pierre Bouvard
Audio represents just 4% of the $4 billion dollars of travel category advertising. However, new studies reveal audio should represent a much greater proportion of the travel intenders media plan.
Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

Mind Share Equals Market Share: AM/FM Radio Builds Strong Advertiser Brands In Lake Charles, Louisiana

By Pierre Bouvard
With a population of 175,000, Lake Charles is an unrated market that is home to smart advertisers who understand “you have to win the mind to win the market.” A new study from Quantilope, commissioned by the Cumulus Media | Westwood One Audio Active Group®, measured unaided awareness of brands in a wide variety of local advertiser categories. One hundred consumers in Lake Charles were surveyed from August to October 2025.
NCAA March Madness On Westwood One: Why Sports Play-By-Play Listeners Are More Engaged Than The TV Audience And More Likely To Make Major Purchases

NCAA March Madness On Westwood One: 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.
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.”
Your Audio Ad Is Horrible; Here’s How To Fix It

Your Audio Ad Is Horrible; Here’s How To Fix It

By Pierre Bouvard
The host of your favorite podcast or radio show launches into an ad. You love the host. She has your attention. You want to support sponsors of the podcast to keep the show going. You are bewildered by massive lists of features and benefits. You’re not sure who the ad is for. More features. More benefits. Right at the end the brand is mentioned several times very quickly. The advertiser is something.com? You need to improve your creative as it drives half of all sales effect.
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.
Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect

Want To Grow Purchase Conversions? Aim For Fame! The Stronger Your Brand Awareness, The Greater The Sales Effect

By Pierre Bouvard
A series of new studies from NCSolutions, TikTok, and podcast attribution firm Podscribe sheds light on what drives sales effect. Surprisingly, some of the most frequently discussed media tactics show little to no difference in cost of acquisition.