Posts by

Pierre Bouvard

Two New Studies Reveal Growing Interest In Cryptocurrency Investing: Podcast And AM/FM Radio Listeners Over Index On Crypto And The Optimal Media Plan Allocation Is 43% Social, 37% Audio, And 19% TV

Two New Studies Reveal Growing Interest In Cryptocurrency Investing: Podcast And AM/FM Radio Listeners Over Index On Crypto And The Optimal Media Plan Allocation Is 43% Social, 37% Audio, And 19% TV

By Pierre Bouvard
Two new studies commissioned by the Cumulus Media | Westwood One Audio Active Group® reveal growing consumer interest in cryptocurrency. The first study was conducted by MARU/Matchbox in January 2022 among 1,023 average Americans. The second study was completed by MESH Experience in December 2021 on behalf of a major financial firm focused on high investable asset individuals who have at least $500,000 of investments.
The Average American Is Exposed More Frequently To Billboards And AM/FM Radio Ads Than Marketers And Media Agencies Since The Ad Industry Commutes Less

The Average American Is Exposed More Frequently To Billboards And AM/FM Radio Ads Than Marketers And Media Agencies Since The Ad Industry Commutes Less

By Pierre Bouvard
Two recently conducted studies reveal the average American is exposed more frequently to billboards and AM/FM radio ads compared to marketers and media agencies. This is because twice as many marketers and media agencies are working from home as the average American.
Nielsen Office Supplies Retailer Sales Effect Study: AM/FM Radio Campaign Grows Sales +11%, Increases Customer Base +6%, And Expands Share Of Category Spend +21%

Nielsen Office Supplies Retailer Sales Effect Study: AM/FM Radio Campaign Grows Sales +11%, Increases Customer Base +6%, And Expands Share Of Category Spend +21%

By Pierre Bouvard
In Summer 2021, a national office supplies retailer ran an AM/FM radio campaign across many radio networks. The Cumulus Media | Westwood One Audio Active Group®, in another historic new post-COVID study, commissioned a Nielsen sales effect study of the entire AM/FM radio campaign that included every AM/FM radio ad run by the retailer.
New Nielsen Consumer Study: Workplace Commuting Increases Sharply, Time Spent In The Car Soars, And Audio Listeners Are More Likely To Make Major Purchases As AM/FM Radio Is The Soundtrack Of The American Economic Recovery

New Nielsen Consumer Study: Workplace Commuting Increases Sharply, Time Spent In The Car Soars, And Audio Listeners Are More Likely To Make Major Purchases As AM/FM Radio Is The Soundtrack Of The American Economic Recovery

By Pierre Bouvard
Nielsen recently released the results of a national consumer study of 1,000 adult 18+ respondents conducted March 2022. It was the eighth in a series of studies released since April 2020 measuring the pandemic’s impact on consumer movement, spending, attitudes, and media usage.
Never Before Seen Nielsen AM/FM Radio Streaming Data: Spoken Word Represents One-Third Of Streaming; There Is A Wide Variation Of Streaming By Market; Streaming Audiences Are Upscale And Employed; Fewer Ads Needed As Reach And Frequency Quickly Accumulates

Never Before Seen Nielsen AM/FM Radio Streaming Data: Spoken Word Represents One-Third Of Streaming; There Is A Wide Variation Of Streaming By Market; Streaming Audiences Are Upscale And Employed; Fewer Ads Needed As Reach And Frequency Quickly Accumulates

By Pierre Bouvard
While audio streaming of AM/FM radio has been around for over 25 years, the proportion of total listening coming from the stream was, until recently, in the single digits. No longer. With Nielsen’s introduction of the headphone enhancement to their Portable People Meter service in October 2020, streaming now represents 11% of total AM/FM radio listening among 12+ Americans.
The Cumulus Media 2022 Audioscape: 6 New Findings About The Podcast Audience And Smart Speaker Owners That Reveal Where They Live, Who They Are, Their Audio Habits, And More

The Cumulus Media 2022 Audioscape: 6 New Findings About The Podcast Audience And Smart Speaker Owners That Reveal Where They Live, Who They Are, Their Audio Habits, And More

By Pierre Bouvard
The recently released Cumulus Media 2022 Audioscape examines the podcast consumer and smart speaker trends using data from Edison Research’s “Share of Ear” Report from Q4 2021.
Nielsen Department Store Sales Effect Study: AM/FM Radio Campaign Grows Sales +10%, Increases Customer Base +17%, And Expands Share Of Category Spend +15%

Nielsen Department Store Sales Effect Study: AM/FM Radio Campaign Grows Sales +10%, Increases Customer Base +17%, And Expands Share Of Category Spend +15%

By Pierre Bouvard
In Spring 2021, a national department store ran an AM/FM radio campaign. The Cumulus Media | Westwood One Audio Active Group®, in a historic new post-COVID study, examined the sales lift of the entire AM/FM radio campaign that included every single AM/FM radio ad run by the retailer.
New Study: Major Personalities Generate Significant Incremental Reach For Marketers Who Advertise On Both AM/FM Radio And Podcasts; Dan Bongino Leads In Awareness And Favorability Among New National Talk Shows Launched In 2021

New Study: Major Personalities Generate Significant Incremental Reach For Marketers Who Advertise On Both AM/FM Radio And Podcasts; Dan Bongino Leads In Awareness And Favorability Among New National Talk Shows Launched In 2021

By Pierre Bouvard
To understand which platforms audiences use to listen to major national talk personalities, Westwood One retained MARU/Matchbox to survey 1,501 U.S. adults 18+ on their listening habits to major national personalities in February 2022.
How Auto Dealer Advertising Works And The Looming Disappearance Of TV Audiences

How Auto Dealer Advertising Works And The Looming Disappearance Of TV Audiences

By Pierre Bouvard
As the U.S. continues its emergence from the pandemic, the Federal Reserve finds auto sales are recovering. In January of this year, the seasonally adjusted annual rate (SAAR) was 15 million vehicles, up from a dip in Q3 and Q4 2021. Cox Automotive forecasts a total of 16 million vehicles sold for 2022. Americans are spending and the time for auto dealers to advertise is now.
Nielsen: Political Media Plans Should Have A 10% Or Greater Allocation Of AM/FM Radio To Reach 45% Of Voters Not Reached By TV

Nielsen: Political Media Plans Should Have A 10% Or Greater Allocation Of AM/FM Radio To Reach 45% Of Voters Not Reached By TV

By Pierre Bouvard
Recently, Tony Hereau, Nielsen’s VP of Cross Platform Insights, made a presentation to the American Association of Political Consultants entitled The 10% Solution: Optimizing the Political Media Plan with Radio to Reach Swing Voters. His analysis finds that the addition of AM/FM radio to a political media plan can generate an extraordinary amount incremental voter reach.