Claritas and Audacy Introduce Cutting-Edge Tools for Analyzing Audio Campaign Performance

On January 6, 2025, at the Consumer Electronics Show (CES) 2025, Audacy and Claritas announced a partnership aimed at enhancing measurement capabilities for clients through a cross-platform multi-touch attribution solution. This solution will help analyze the impact of both broadcast and digital audio campaigns.

Audacy is utilizing Claritas’ advanced broadcast radio measurement capabilities to provide advertisers with deeper insights into campaign performance, including audience engagement and content responsiveness. Clients will be able to optimize their audio campaigns based on key performance indicators such as market, creative, and time of day, enabling data-driven decisions and improved outcomes for media investments.

The partnership will integrate broadcast radio spot logs into multiplatform campaigns measured by Claritas for Audacy clients, tracking reach and impression frequency for ads aired on Audacy broadcast stations. Claritas will combine this data with census-level website activity, including site visits, purchases, and form submissions, which will be analyzed through a proprietary data science model. This model identifies incremental website activity driven by Audacy’s radio campaigns by comparing exposed and unexposed markets. Analytics will be delivered in near real-time to enable fast learning and campaign optimization.

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Paul Suchman, Chief Marketing Officer at Audacy, highlighted that this integration of traditional radio and digital in multi-platform audio campaigns will deliver better outcomes for advertisers’ audio investments and their broader media plans. By incorporating Claritas’ advanced measurement methodology into Audacy’s analytics stack, clients will gain more actionable data on how their campaigns are performing and how audio impacts overall campaign results.

Rex Briggs, Chief AI Officer at Claritas, emphasized the breakthrough in advertising measurement that Audacy and Claritas have achieved by integrating broadcast and digital. The insights derived from Claritas ID Graph, combined with GenAI analysis, provide immediate, actionable results. This collaboration empowers advertisers to enhance their return on investment while demonstrating the strategic value of audio advertising to businesses.

Through this partnership, Audacy and Claritas are enabling advertisers to improve their ROI and demonstrate the strategic value of audio advertising across the entire marketing funnel.