Unified Audio Measurement: A Game-Changer for Advertisers

It's time to turn up the volume on Audio measurement. From AM/FM radio to streaming to podcasts, over 90% of Americans tune in to ad-supported Audio weekly, making it one of the most versatile platforms for engaging consumers¹. But until now, one challenge remained: providing unified, actionable metrics across Audio formats.

Enter the industry's groundbreaking measurement solution. Audacy is integrating Claritas' advanced broadcast radio measurement solution into our analytics stack, setting a new standard for cross-channel Audio measurement. This game-changing solution will allow advertisers to measure radio and digital Audio performance on the same playing field. For the first time, brands can evaluate their radio campaigns using comparable metrics, and directly link ad exposure to tangible conversions like purchase.

How it Works

Powered by AI attribution models and web-based pixels, brands can now connect all Audio ad exposure to conversions, like online sales, web visits, and form fills in a specific geographic area. This breakthrough gives marketers a comprehensive view of how cross-channel Audio drives conversions - a true upgrade for marketers.

Audience and creative insights play a big role as well. The Claritas solution unlocks a treasure trove of data-backed insights. For example, it reveals top audience profiles contributing to sales or conversions, allowing brands to fine-tune their targeting. It also reveals the most effective placements, including top-performing podcasts and radio shows, stations, formats, best dayparts, and even the most impactful creative.

According to Audacy's Kevin Greenwald, a few trailblazing advertisers are already putting it to work with impressive results.

The Benefit for Brands

Audio converts listeners through every stage of the consumer journey. Audio ads drive 49% of listeners to higher brand awareness, boost consumer consideration up to 40%, and drive 45% of us to purchases².

Marketers are under mounting pressure to prove ROI and need actionable reporting on their campaigns. That's why this solution is so impactful. For the first time, it provides metrics on radio, digital streaming, and podcasting's conversion capabilities. This helps answer advertisers' two critical questions: "Is Audio working, and can I trust the results?"

Now advertisers can know if their campaign is working with highly validated analytics. The solution shows you who is converting and brings attribution to life with tangible data.

With these campaign insights, marketers can fine-tune their Audio campaigns by reallocating resources between platforms, revamping creative content, expanding to other markets, shifting schedules, or exploring new radio formats or podcast genres to boost results.

And it gets better. The Claritas system levels the playing field with digital media using the same web-based pixels to track exposure and conversion. This makes it easier for brands to shift money to Audio and sway digital-first advertisers to add Audio to their mix.

Dive Into the Details

Let's dig into Claritas' four-step process:

Website Pixel Integration: Advertisers place web pixels on their sites to track KPIs such as visits, purchases, and form fills, capturing a comprehensive view of site activity.

Broadcast Radio Spot Logs: Radio spot logs containing reach and frequency data link ad placements with website activity.

Conversion Measurement: Combining pixel and spot data, the attribution model calculates a baseline, compares exposed vs. unexposed markets, maps audience behavior, and attributes incremental activity, such as site visits, purchases, app downloads, and form fills directly to the radio campaign. This data can be combined with digital Audio pixel results.

Optimization Opportunities: Regular reports offer actionable insights by market, station, day, and creative version for real-time adjustments.

Simply put, this solution quantifies the value of multi-platform Audio. The system reveals tangible and reliable data on who's listening, where, and when they're taking action, empowering brands to fine-tune campaigns and spend more effectively.

Americans are devoted to their favorite radio DJs or podcast hosts, and this tool links fandom to measurable actions and ads to results. That's music to our ears.

¹ Edison Research

² Nielsen Commspoint