Pierre BouvardChief Insights Officer
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February 7, 2019
CUMULUS MEDIA/Westwood One Chief Insights Officer Pierre Bouvard: "Daily time spent with AM/FM radio dwarfs digital audio."You recently presented some powerful insights from the Q3 2018 Edison Research Share of Ear Report. What did you find?
Pierre: The Q3 2018 edition demonstrates the large gap between advertiser perception and reality of audio time spent, as well as how AM/FM radio stacks up against streaming services.
Safe to say that advertisers and agencies might have a misconception when it comes to the size of the Pandora and Spotify audiences?
Pierre: Studies reveal that media planners, buyers, and brands do not always know how Americans spend their media time. One reason is that media decision makers have very different media habits than the average American as they often live in major metropolitan cities. As a result, media planners and their clients incorrectly project their media habits to all consumers, and underestimate time spent with mass reach platforms like television and AM/FM radio, while they overestimate time spent with small digital players.
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