Cumulus Media Announces Audio Active Group™

Full-Service Advisory to Offer Comprehensive Insights, Media Planning, Creative, and Measurement Services for Audio Advertisers

NEW YORK, NEW YORK – September 28, 2021 – Cumulus Media (NASDAQ: CMLS) announced today the Audio Active Group (AAG), an audio media and creative advisory group for marketers and agencies. 

The Audio Active Group, led by Pierre Bouvard, Chief Insights Officer of Cumulus Media | Westwood One, is the natural evolution from a sponsor-focused research and insights group to a true comprehensive marketing advisory. The Audio Active Group partners with clients to measure the impact of the entire audio campaign (not just the Cumulus Media | Westwood One investment), specializing in the following areas: 

  • Audio creative best practices: Advising on the development and testing of sonic logos and advertising creative; offering recommendations on how to optimize and enhance current creative; advising on how to deploy new creative strategies to meet campaign objectives 
  • Media planning: Providing recommendations on daypart mix, flighting, weight levels, podcast genres, and AM/FM radio programming formats to meet campaign objectives, based on audience analytics 
  • Strategic allocation within audio: Advising on the right mix of ad-supported audio platforms 
  • Measurement of the entire audio investment: Advising on the right approach for brands to measure campaign effectiveness, including brand lift, sales effect, and search and site attribution 

“One-third of brands in audio today are new to the medium. As major brands discover audio, they have lots of questions about audio creative strategy, media planning, and campaign measurement, and we have a deep understanding of what audio campaigns can accomplish,” said Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. “Under Pierre’s deft leadership, we are the only company that measures the impact of the entire audio investment and uses our trove of creative-testing and campaign-effectiveness data to help guide clients’ media investments and creative strategy.” 

The Audio Active Group publishes weekly audio insights, advertiser case studies, and sales videos:  

  • The Audio Active Group’s weekly reports and the latest up-to-date audio insights are available here. 
  • The Audio Active Group’s library of weekly sales videos is available here. 

About Cumulus Media  

Cumulus Media (NASDAQ: CMLS) is a leading media, advertising, and marketing services company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 413 owned-and-operated radio stations across 86 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and many other world-class partners across nearly 7,300 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the CUMULUS Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. Cumulus Media is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit 


Karen Glover | Cumulus Media |