Radio’s advertising pitch for 2027 just might be less targeting and more personality. Cumulus Media Chief Insights Officer Pierre Bouvard has gathered research showing that being known first, entertaining listeners, and spending to be heard matter most in ads.
The “Masterclass” analysis draws on studies from the Institute of Practitioners in Advertising, the Ehrenberg-Bass Institute, WARC, WPP Media, System1, and others. The first tip is to be known before you are needed.
WPP Media’s 10-year study of 1.2 million purchase journeys across 47 countries and 200 categories found that 84% of purchases are effectively decided before shopping begins. The Ehrenberg-Bass Institute’s 95/5 rule adds that only about 5% of buyers are in the market at any given time, so reach should lean toward the other 95%.
Second, balance brand building with sales events. Les Binet and Peter Field’s research describes sales activation as a short-term sugar high, and the deck warns that a plan built only on performance tactics reaches a valley of death once demand is used up. WARC and Analytic Partners found in 2025 that a mix of 30% brand building and 70% performance delivered more incremental revenue than an all-performance plan.
Third, judge campaigns on growth and not on ROI alone. IPA Databank figures cited in the deck show median media ROI rose 4% since COVID while incremental profit from advertising fell 11%. Binet and Will Davis report that budget size explains nine times more of the variation in profit than ROI does, and they suggest setting budgets by an advertising-to-revenue ratio, by campaign task, or by share of voice compared with market share.
Fourth, stay on the air. Ehrenberg-Bass research shows small brands that stop advertising see sales cut in half by the second year, medium brands by the third, and large brands by the fifth. WARC and Millward Brown found recovery can take up to five years.
Fifth, put creative ahead of targeting. System1 data shows the funniest ads drive 5X more market share growth than the least funny, and Peter Field found dull ads need 2X to 2.6X more media spend to match interesting ones. System1’s audio research favors characters, dialogue, story, pauses, and melody over data, comparisons, and calls to action. System1 and Effie data from 1,265 campaigns found that broad targeting paired with emotional creative produced the biggest profit impact.
Finally, keep reaching new people. A May 2025 Quantilope study of 120 adults in St. Cloud, MN, found that Bradshaw & Bryant led the attorney category in unaided awareness by more than 2 to 1. Unaided awareness was 41% among residents of more than 10 years and 9% among those of 10 years or less, who made up 39% of respondents.
