For Attribution Measurement, WWO Elects LeadsRx


Cumulus Media’s national radio arm, Westwood One, has chosen to partner with LeadsRx to power its attribution measurement.

With the move, Westwood One becomes the first national audio platform to use LeadsRx attribution software “to provide a comprehensive, quantitative analysis of how audio advertising drives advertiser search and site traffic.”

LeadsRx is a new service offering in the “Westwood One ROI Guarantee” audio insights platform. The two companies work have teamed to provide national brands a variety of analytics that Cumulus believes quantify the impact of radio advertising.

LeadsRx data reveals how website visitor traffic increases after consumers are exposed to radio advertising. The platform also depicts business outcomes such as sales of products, form completions, and in-bound phone calls. “The LeadsRx solution can portray the impact of radio alongside television and digital while quantifying the effectiveness of ad creative, time period, day of week and radio programming formats,” the company boasts.

Westwood One and LeadsRx have teamed on a series of attribution studies:

  • A study of 62 direct to consumer brands revealed that AM/FM radio’s site traffic lift is comparable to Google/Facebook and television. 
  • A holiday radio campaign for a national jewelry chain resulted in an 11% lift in website traffic. The data identified the specific offer which generated the greatest search and site traffic.
  • A national footwear chain discovered a direct correlation between media weight and site traffic. Markets with the heaviest AM/FM radio GRP levels generated double the site traffic.