Magellan expands iHeart relationship; radio gets sharper metrics

Audio advertising intelligence company Magellan AI is announcing an expansion of its partnership with radio colossus iHeartMedia, sharpening the metrics of radio advertising. The new deal is a broadening of an existing relationship and bringing radio advertising metrics into the same intelligence bucket as podcasts and streaming radio, resulting in a unified measurement framework.

The tracking includes web visits, form fills, and purchases, and ties those user actions to radio exposure. Magellan refers to this level of consumer tracking as full funnel results. “Magellan AI provides a complete view of how campaigns perform across the media mix,” the company states.

“Advertisers want clearer insight into how every channel contributes to outcomes,” said Cameron Hendrix, CEO and Co-Founder of Magellan AI. “Our expanded partnership with iHeartMedia brings broadcast radio into the same attribution framework as digital audio and other media, giving brands a more complete view of campaign performance.”

“iHeartMedia has always focused on helping advertisers understand the power of audio,” said Lainie Fertick, President, iHeartMedia Insights. “By combining Magellan AI’s attribution technology with our proprietary in-market simulcast data, we’re providing brands with deeper visibility into how broadcast radio works alongside podcasts, streaming audio, connected TV, and other channels to drive meaningful results.”