iHeartMedia Announces AudioGraph to Deliver Attribution to Broadcast Radio
iHeartMedia unveils AudioGraph – a suite of advertising capabilities that the company says will, for the first time, “bring digital-like targeting, identity-based planning and measurement, and outcome-based attribution to broadcast radio at scale.” These capabilities are powered by Triton Digital, the global technology and services leader. iHeartMedia says, “The vast majority of audio 
consumption (64%) comes from broadcast radio, yet up until today, it has lacked the targeting and measurement infrastructure available in digital. iHeartMedia’s broadcast radio stations reach more than 278 million consumers every month, and now with AudioGraph, for the first time, advertisers can plan, target, measure, and attribute that audience using privacy-safe, ID-informed insights with digital-like precision.”
Powered by Triton Digital, AudioGraph makes it possible by connecting a privacy-safe identity spine, enriched audience attributes built from TransUnion data, and proprietary ID-level listening models that enable planning and measurement at the listener level while activating campaigns at broadcast scale. Proof of concept shows that broadcast radio campaigns planned and measured using privacy-safe AudioGraph IDs can deliver a KPI outcome 75% higher than traditional demo-based plans.
iHeartMedia chief business officer Lisa Coffey comments, “Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital. With nine out of 10 Americans listening to broadcast radio every month, it’s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media. With AudioGraph, we’ve closed that gap. Marketers can now use audio as an addressable and measurable performance channel at a national scale; with the same accountability they expect from every other part of their media plan.”
across audio and digital channels within a unified framework.” Magellan AI’s platform will leverage iHeartMedia’s simulcast data, which maps listeners exposed to broadcast radio to measurable outcomes. Attribution reporting powered by that data will be available exclusively to advertisers working with iHeartMedia. Magellan AI says, “Advertisers using the solution will gain deeper insights into how radio campaigns deliver full-funnel results, including web visits, form fills, leads and purchases. By combining measurement across the full spectrum of audio and digital channels, Magellan AI provides a complete view of how campaigns perform across the media mix.” iHeartMedia Insights president Lainie Fertick states, “iHeartMedia has always focused on helping advertisers understand the power of audio. By combining Magellan AI’s attribution technology with our proprietary in-market simulcast data, we’re providing brands with deeper visibility into how broadcast radio works alongside podcasts, streaming audio, connected TV, and other channels to drive meaningful results.”
John Rosso states, “We’re really excited to work with NBC Sports and support their continued growth in podcasting. Premium media companies are investing heavily in digital audio, and they need infrastructure they can trust to scale audiences and monetize effectively. Our goal is to make that easier – bringing together hosting, measurement, and monetization in one place so teams can focus on creating great content.”
dashboards and API access that support automated reporting and portfolio-level insights. The collaboration will also support select broadcast attribution initiatives within Audacy’s radio portfolio, complementing existing measurement partners. Audacy president of digital sales Michael Biemolt says, “Audacy consistently strives to deliver measurable results for advertisers, and our partnership with Podscribe further strengthens that promise. With enhanced attribution and transparency across our portfolio, we’re giving clients even greater confidence in how Audacy drives performance at scale.”
advertising. In 2016 and 2017, direct response represented the vast majority of podcast advertising. From 2018 to 2021, the proportion of podcast ad spend was equally split between brand and direct response.” The post says there are four major implications of the shift to podcast brand advertising: 1) Targeting will become much broader: Wide campaign reach will become the priority with a goal of “being known before you’re needed”; 2) Creative will shift to become more entertaining and emotion based: The objective will be to stir passions and create positive feelings and associations with ads that people find interesting and enjoyable; 3) Brand safety and suitability measurement will become more crucial: Firms like Barometer will become powerful resources to help marketers find the right context for their campaigns with nuanced data; and 4) Measurement will focus on how well campaigns build memories to ensure brands are “easy to mind and easy to find”: Key performance indicators are brand awareness, brand consideration, and brand preference.