Pierre Bouvard

New York

Chief Insights Officer at WBMQ-AM (Savannah, GA)

Chief Insights Officer @CumulusMedia @WestwoodOne. Advisor @AffinityAnswers. IRTS Foundation. Prior: TiVo, Arbitron. I love connecting people.

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Articles

AM/FM Radio Streaming Audiences: Five Surprising Findings From Edison’s “Share Of Ear”

2 weeks ago | westwoodone.com | Pierre Bouvard

Click here to view a 13-minute video of the key findings. Click here to download a PDF of the deck. Edison’s “Share of Ear” study is the authoritative gold standard of American audio time use. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Significantly for advertisers, the “Share of Ear” platform permits analysis of ad-supported audio for media planning purposes.
How AM/FM Radio, Podcast, And Streaming Audio Ads Can Launch Movie Theatrical Releases And Drive Streaming Video Subscriptions

1 month ago | westwoodone.com | Pierre Bouvard

Click here to view an 19-minute video of the key findings. Click here to download a PDF of the deck. A series of new studies reveals a little used marketing platform, audio, could significantly power movie launches and streaming video subscriptions. Streaming music, podcasts, and AM/FM radio can dramatically grow reach and sell movie tickets and video subscriptions.
10 Case Studies: How The NFL On Westwood One Drives Business Outcomes For Brands

1 month ago | westwoodone.com | Pierre Bouvard

Click here to view a 14-minute video of the key takeaways. Click here to download the NFL listening study for advertisers. Click here to download NFL listening study for station affiliates. With the 2025 NFL Draft just completed, marketers and media agencies are eagerly looking ahead to the start of the NFL season on September 4th, 2025. Any consideration of an NFL investment should include Westwood One’s exclusive audio play-by-play coverage of approximately 100 primetime games.
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

1 month ago | westwoodone.com | Pierre Bouvard

Click here to view a 13-minute video of the key findings. Click here to download a PDF of the slides. While another March Madness season has just wrapped up, marketers are looking ahead to the major global tennis tournaments: the French Open, Wimbledon, and the US Open. In 2025, Westwood One will premiere coverage of Tennis Grand Slam Tournaments via daily reports.
Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

1 month ago | westwoodone.com | Pierre Bouvard

Click here to view an 11-minute video of the key findings. Click here to download a PDF of the slides. 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:BrandCreativeReachRecencyTargetingHow would you answer? What percent of sales are driven by each element? Answers should add up to 100%.
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

2 months ago | westwoodone.com | Pierre Bouvard

Click here to view a 17-minute video of the key findings. Click here to download a PDF of the slides. 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.
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 | Westwood One

2 months ago | westwoodone.com | Pierre Bouvard |Steve Goldstein

Click here to view an 11-minute video of the key findings. Click here to download a PDF of the slides. 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.
The Business Case for AM/FM Radio Advertising: Be Known Before You’re Needed

2 months ago | westwoodone.com | Pierre Bouvard |Steve Goldstein

Click here to download a PDF of the slides. A local advertiser recently asked for the “business case for AM/FM radio advertising.” Over the last ten years, a vast array of marketing science studies have documented how AM/FM radio advertising can build local businesses and national brands.
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 | Westwood One

2 months ago | westwoodone.com | Pierre Bouvard |Steve Goldstein

Click here to download the Cumulus Media | Westwood One Audio Active Group® analysis report of Edison Research’s “Share of Ear.”Click here to view an 11-minute video of the key findings. 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 Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

Mar 3, 2025 | westwoodone.com | Pierre Bouvard |Steve Goldstein

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. This audience growth is due to Nielsen’s three-minute qualifier modernization which provides a significantly more comprehensive and realistic definition of AM/FM radio’s audience and their listening behavior. Nielsen found 23% of PPM listening occasions were three or four minutes.

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Pierre Bouvard @PierreBouvard

6 Mar 25

RT @w2njl: 📊 January’s PPM ratings from @nielsen are the first with the reduced 3-minute AQH qualifier. @PierreBouvard’s analysis: 23% of…

Pierre Bouvard @PierreBouvard

11 Nov 24

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 https://t.co/vKUprLiDYG via @westwoodone

Pierre Bouvard @PierreBouvard

21 Oct 24

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 https://t.co/bb1pCFXBGy via @westwoodone

Pierre Bouvard

Articles

AM/FM Radio Streaming Audiences: Five Surprising Findings From Edison’s “Share Of Ear”

How AM/FM Radio, Podcast, And Streaming Audio Ads Can Launch Movie Theatrical Releases And Drive Streaming Video Subscriptions

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

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

Marketers Vastly Understate The Sales Effect Of Creative And Significantly 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

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 | Westwood One

The Business Case for AM/FM Radio Advertising: Be Known Before You’re Needed

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 | Westwood One

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

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