A new book and a brand-new study from two global experts in marketing effectiveness reveal that reaching a lot of people with advertising is crucial to growing your business. Their findings also crush a major advertising myth about waste that prevents revenue and profit growth. This week’s Cumulus Media | Westwood One Audio Active Group® blog explains how “big media” like AM/FM radio, TV, and out of home can help brands grow their business.
- James Hurman’s new book and Les Binet and Will Davis’ new study reveal reaching a lot of people with your advertising is crucial to growing your business.
- Advertisers have two jobs: Convert existing demand by reaching the five percent who are in the market and create future demand via brand building focused on the 95% of consumers who are not in the market.
- The greater the reach, the larger the sales lift, the bigger the brand effect, and profit growth.
- “Big media ads” (AM/FM radio, TV, and outdoor), are more effective at creating future demand because they create a greater sense of quality, popularity, and trust for brands.
- Ads from “big media” (AM/FM radio, TV, and outdoor) stick in minds more than digital or social media ads. Over 85% of online ads don’t reach the 2.5 second Attention-Memory Threshold, according to Amplified Intelligence’s Karen Nelson-Field.
- Don’t be afraid of “waste.” It’s the part of advertising that works.
To read the full blog post by Pierre Bouvard, Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/10/05/to-create-future-demand-you-need-reach-and-media-waste-big-media-am-fm-radio-tv-and-out-of-home-can-grow-your-business/. To view a 15-minute video of the key findings, visit: https://www.youtube.com/watch?v=OyF5OpFRCGA.
You must be logged in to post a comment.