LAS VEGAS — As the Consumer Electronics Show readies to open for its 2025 affair, radio station owner Audacy Inc. and data analytics firm Claritas have forged a partnership just in time for this year’s mega-sized affair. This, says Audacy, gives it enhanced measurement capabilities for clients through “a cross-platform multi-touch attribution solution for analyzing the impact of broadcast and digital audio campaigns.”
For Claritas, the deal means Audacy “is leveraging advanced broadcast radio measurement capabilities to give advertisers deeper insights into campaign performance, including audience engagement and content responsiveness. Clients will be able to optimize their total audio campaigns based on key performance indicators by market, creative, time of day, etc., to make data-driven decisions and realize better outcomes for their media investments.”
Users will see integrated broadcast radio spot logs in multiplatform campaigns that Claritas will measure for Audacy clients, tracking reach and impression frequency for ads running on the privately held company’s broadcast stations.
Claritas will combine this data with census-level website activity, including site visits, purchases and form fills, and analyze it through a proprietary data science model.
This model, Claritas says, identifies incremental website activity driven by Audacy’s radio campaigns by comparing exposed and unexposed markets.
These analytics will be delivered in near real-time for fast learning and opportunities to optimize campaigns quickly.
“Multi-platform audio campaigns that couple traditional radio and digital to deliver better outcomes for our advertiser partners’ audio investments and to their overall media plans,” Audacy CMO Paul Suchman said. “By integrating Claritas’ advanced measurement methodology into Audacy’s analytics stack, we’ll equip our clients with even more actionable data on how their campaigns are performing and Audio’s impact on overall campaign results.”
Rex Briggs, Chief AI Officer at Claritas, commented, “Audacy and Claritas have delivered an important breakthrough in advertising measurement, integrating broadcast and digital. The insights on who is converting based on Claritas ID Graph, combined with GenAI analysis, are immediately actionable. We are enabling advertisers to bolster their return on investment while proving the strategic value audio advertising delivers to businesses.”
Audacy and Claritas believe that by offering precise measurements of audio campaign performance, the companies are enabling advertisers “to bolster their return on investment while proving the strategic value audio advertising delivers throughout the marketing funnel.”
