Pierre Bouvard | Westwood One

Auto Dealers Remain The Centerpiece Of The Purchase Process: Cumulus Dallas-Ft. Worth Auto Buyer Study

July 10, 2023 By Pierre Bouvard

In the context of encouraging national auto market trends, Cumulus Media sought an in-depth understanding of Dallas-Ft. Worth auto buyers. The Cumulus Media | Westwood One Audio Active Group® retained MARU/ Matchbox to conduct a study in March/April 2023 of 600 auto buyers.

Nielsen Audio Today 2023: AM/FM Radio Is America’s #1 Mass Reach Media With 65% Of Listening Taking Place Out Of The Home

July 3, 2023 By Pierre Bouvard

Nielsen recently released their Audio Today 2023 report looking at how Americans listen to AM/FM radio, podcasts, streaming, and satellite radio. Here are the key findings on ad-supported audio reach and listening by location.

Memories Generate Sales, Not Clicks: Why Creating Future Demand Is The Key To Revenue And Profit Growth

June 26, 2023 By Pierre Bouvard

What are the two most important jobs of an advertiser? According to James Hurman, marketing needs to convert existing demand and create future demand.

New Nielsen Report: % Of AM Listening By State And DMA Reveals Strength Of Listening Across The Country

June 9, 2023 By Pierre Bouvard

It was just a month ago that Nielsen revealed compelling insights on the power of the AM radio audience from their Fall 2022 survey. Now, Nielsen is releasing a deeper dive on the vitality of AM radio in local markets with new data at the state and local DMA level.

Is YouTube Eating Podcasts? Cumulus Media And Signal Hill Insights’ Podcast Download – Spring 2023 Report

June 5, 2023 By Pierre Bouvard

For the tenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 608 weekly podcast consumers in April 2023. The Spring 2023 Report highlights trends from prior studies and examines topics such as platform preference, content trends, perceptions of brand safety and content appropriateness, and more. Here are the key findings on the ascendance of YouTube as a podcast destination.

New Nielsen Study: 141 Local Markets Where AM Radio Is Listened To By At Least 20% Of The Radio Audience

June 1, 2023 By Pierre Bouvard

Recently, Ford made a fast decision to recommit to AM radio in its vehicles. Now attention turns to other automakers who need to follow Ford’s lead on ensuring AM radio’s role in the car dashboard. Now, Nielsen is releasing a deeper dive on the vitality of AM radio in local metro markets.

The Relationship Between Audio Personalities And Listeners Is Personal And Highly Effective For Advertisers

May 30, 2023 By Pierre Bouvard

A series of new studies reveals the immense connection and emotional appeal of AM/FM radio personalities and podcast hosts, affording impressive results for advertisers.

How Pfizer Uses AM/FM Radio To Elevate The Media Plan And Generate Significant Incremental Reach That Lifts Brand Equity

May 22, 2023 By Pierre Bouvard

Last week Pfizer, the pharmaceutical giant, named Publicis Groupe as their new media agency and awarded Interpublic Group as their lead creative partner. One surprising aspect to Pfizer’s recent success has been its use of AM/FM radio as a key element of its media plan. Here's how Pfizer has used AM/FM radio to elevate their media plan and generate significant incremental reach that lifts brand equity.

Audio Is The Missing Movie Marketing Ingredient: New Study Reveals Audio Listeners Are More Likely To See Summer Releases

May 15, 2023 By Pierre Bouvard

The summer movie season is off to a fast start with better-than-expected box office results for Disney’s Guardians of the Galaxy Vol. 3 in addition to a strong showing for Universal’s The Super Mario Bros. Movie. New data from Maru reveals audio is the missing movie marketing ingredient and highlights how audio listeners are more likely to see summer releases.

Back To The Office: Marketers And Agencies Increase Commutes And Days In The Office; Average Americans Commute More Days And Are Exposed More Frequently To Out-Of-Home Advertising And AM/FM Radio Ads

May 8, 2023 By Pierre Bouvard

In March 2023, the number of U.S. air travelers matched volumes from the same month in 2019. This is the first time since the pandemic that air travel volumes have equaled 2019 levels. Meanwhile, Kastle Systems, the firm that runs the security systems for major office buildings in the top ten cities, reports security card swipe volumes are half of pre-pandemic levels. What is the latest on the state of media agency and marketer commuting patterns?

82 Million Reasons To Keep AM Radio In Vehicles, Why AM/FM Radio Is Still The Queen Of The Road, And Growing Advertiser Interest For In-Dash Visuals That Accompany An AM/FM Radio Ad

April 21, 2023 By Pierre Bouvard

The value of AM radio in the car just received some powerful support in the form of newly released Nielsen audience data. The Nielsen Fall 2022 survey reveals 82,346,800 Americans listen to AM radio monthly.

Upwave Brand Effect Case Study: Cumulus AM/FM Radio Station Stream Takeover Grows Awareness, Ad Recall, And Purchase Intent For A Shoe Brand

April 10, 2023 By Pierre Bouvard

Since 2016, AM/FM radio audio streaming has grown to be a major media channel available for marketers and brands. Two recent studies from Edison Research both reveal streaming’s strength in reach and time spent listening. Plus, a new Upwave brand effect study reveals how an AM/FM radio streaming campaign worked for a shoe brand.

Two New Pharmaceutical Studies: Swoop Reveals AM/FM Radio Delivers Significant Reach And Time Spent Among The Digestion Aliment Segment And ABX Report Reveals AM/FM Radio Pharmaceutical Ads Are 94% As Effective As TV Ads At One-Fourth The CPM

April 3, 2023 By Pierre Bouvard

Since 2018, pharmaceutical and drug store spend on network radio has soared +59%, according to Miller Kaplan. Here are two case studies that illustrate why AM/FM radio works so well for the pharmaceutical category.

Two Slides Every Marketer Needs To Have And Why Brands Should Put 5% Of Their Digital Budgets Into Podcasts: Audio Streaming And Podcast Audiences From Edison Research’s Infinite Dial 2023

March 27, 2023 By Pierre Bouvard

A few weeks ago, Edison Research released their annual Infinite Dial study. For marketers, the most compelling aspect of the study highlighted audio streaming and podcast audiences. The Cumulus Media | Westwood One Audio Active Group® has summarized the most crucial data on the U.S. audio streaming and podcast audiences into two slides.

New Study: How Ad-Supported Audio Can Power Movie Marketing

March 20, 2023 By Pierre Bouvard

Analysts predict a strong summer for the movie industry with twice as many films with $100M+ budgets set to release. Creating awareness and interest for movie releases is getting more challenging. To understand the media habits of theatergoers, the Cumulus Media | Westwood One Audio Active Group® commissioned Maru to field a national study of 1,010 consumers aged 18+ in November of 2022. Here are the key findings.

Surprise: AM/FM Radio Ratings Overtake TV Among Persons 18-49 For The First Time In Media History

March 13, 2023 By Pierre Bouvard

Last year, Nielsen’s Total Audience Report revealed AM/FM radio won versus TV in 18-34 average audiences. Now, AM/FM radio ratings have accomplished something few could have foreseen. Among persons 18-49, AM/FM radio now beats TV in average audience and weekly reach, a historic first.