iHeartMedia has revealed its new AudioGraph suite of advertising capabilities that it says will “bring digital-like targeting, identity-based planning and measurement, and outcome-based attribution to broadcast radio at scale.”
Developed by iHeart’s Triton Digital subsidiary, the company states that while “the vast majority of audio consumption (64 percent) 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.”
AudioGraph is developed with 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. Its proof of concept shows that broadcast radio campaigns planned and measured using privacy-safe AudioGraph IDs can deliver a KPI outcome 75 percent higher than traditional demo-based plans.
The system will enable ad buyers to purchase radio spots alongside digital. AudioGraph will include direct DSP connectivity, advanced predictive listening models enable advertisers to reach audiences at scale with greater accuracy than traditional demo-based approaches, and connecting audio exposure to real-world outcomes such as foot traffic and in-store visits.
The company claims that AudioGraph will be rolled out as an industry-wide solution domestically and globally with a standardized set of digital signals and data-science driven models. AudioGraph will launch with iHeartMedia inventory with plans to expand its capabilities across the broader broadcast industry in 2027.
iHeartMedia Chief Business Officer Lisa Coffey states, “Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital. With 9 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.”
Chairman/CEO Bob Pittman commented, “It turns out that unlike TV, which was just a delivery system for programs, consumers think about radio differently. It’s a companion. There are more people listening today than 10 or 20 years ago, and that trust is something no technology can manufacture. AudioGraph lets advertisers harness trust and unparalleled reach with the precision and proof the modern marketplace demands.”
