A new era in audio attribution: Unlocking the power of broadcast measurement

Audio advertising is again transforming. For years, radio has been the undisputed king of reach—connecting with millions daily through AM/FM radio and streaming and that proposition further amplified through podcasts. Yet, a lingering question has persisted among marketers: Does it really drive results? Today, we can confidently answer that question with a resounding “Yes!” Integrating Claritas’ advanced broadcast radio measurement solution into its analytics stack, Audacy is ushering in the next generation of cross-channel audio measurement. It’s a game changer, especially for radio, with the ability to attribute client KPIs like revenue and conversions to broadcast radio. “We’ve always been confident that broadcast radio is a highly effective medium for advertising, and strengthening our toolset is so important,” noted Kevin Greenwald, Audacy’s senior VP and head of advertising and audience products. “Now, we can show direct results.” The dawn of total audio attribution Imagine a world where broadcast radio, podcasts and streaming audio are no longer considered in silos, but now as interconnected platforms with measurable outcomes. That’s exactly what this Claritas-Audacy partnership brings to the table. Powered by radio exposure logs and web-based pixels, we can now connect all audio exposure to real-world conversions, providing insights that rival digital advertising metrics. This solution can measure everything from website visits and online purchases to app downloads and sign-ups. This isn’t just data—it’s a direct link between audio advertising and consumer action—with unmatched accuracy. (Click image enlarge) As Rex Briggs, chief AI officer at Claritas, put it, “This is a new, innovative option that hasn’t existed for broadcast before. The ability to attribute results and measure incremental impact gives advertisers a clear picture of their campaign’s lift and impact.” Why this matters now Audio consumption is at an all-time high, with multi-platform listening up 66% over the past two years. This measurement system positions audio—and broadcast radio in particular—as a strong contender for a larger share of media budgets. This Claritas-Audacy solution changes the game by offering: Case study: Radio boosts conversions for e-commerce brand When a leading e-commerce brand set out to boost engagement and conversions in Chicago and San Diego, they turned to AM/FM radio. Partnering with Audacy and leveraging Claritas’ new AI-powered broadcast attribution model, the brand achieved stellar results with customized performance analysis. Radio campaign performance: This e-commerce client was able to determine which audio channels were contributing to sales and conversions. And radio drove a significant lift in customer conversions. Attributed Conversions 22,684 Audience Insights: The client also received insights on audience segments most likely to convert. Collectively, these segments represent what Claritas gen AI analysis calls “elite innovators.” They capture the essence of individuals who are affluent and at the forefront of adopting new tech. They’re leaders in their professional fields, often holding executive positions. And most importantly, they’re avid online shoppers, support high-end retail and have high disposable income. Optimizing for maximum impact: With deep audience insights in hand, the brand can fine-tune their strategy. This initial campaign focused on two markets, and the data provides a roadmap for the client to confidently expand their use of radio advertising to new markets by targeting the same high-conversion audiences. How it works This attribution system is as intuitive as it is effective. Here’s how the four-step process works: The result is detailed intelligence marketers can use to optimize ad spend and turbocharge audio campaigns. “We can show that these conversions happened in the footprint of that radio audience among people who have most likely been exposed to that broadcast,” Briggs explained. In other words, this attribution tool removes the guesswork in audio advertising. It pinpoints which creative inspires action and which stations or formats perform best, empowering marketers to pivot for better results. This groundbreaking methodology provides benchmarks the industry has never seen, empowering brands to fine-tune spending through data-driven insights and allocate ad dollars wisely. “The first questions advertisers always ask are: ‘Is it working? and Can we trust the results?‘” Briggs said. “Now advertisers can know if it is working with highly validated analytics. In addition, this solution shows you who is converting and brings attribution to life with tangible data.” The timing couldn’t be better. By linking KPIs to listener behavior and backing it with data, audio makes a compelling case for increased investment. A study by the data analytics firm Neustar (now TransUnion) estimates that advertisers are underinvesting in audio, leaving $6 billion in untapped revenue on the table.¹ According to TransUnion, some categories underfund audio by 12% to 25% and even more. Across industries, reallocating ad dollars to broadcast radio, digital streaming and podcasts could boost ad-driven sales by up to 30%. The Claritas system could sway digital-first advertisers to invest in radio. Digital marketers are focused on performance, and Claritas’ data can prove that layering broadcast boosts their results. Briggs says audio’s potential has long been underestimated. Not anymore. “Radio has massive reach and is part of so many people’s daily lives,” he said. “Audio is like the sunshine—it warms everything up. Its coverage and impact have been understated for too long.” When it comes to audio advertising the message is clear: The guesswork is gone. With these new attribution models, brands can now see the direct impact of their radio campaigns and make smarter decisions in real time. It’s time to embrace the power of audio—because the future of advertising is loud, clear and measurable. Sources: 1. Neustar/TransUnion Meta-Analysis of Audio Performance, 2023

A new era in audio attribution: Unlocking the power of broadcast measurement

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