Case Study: Candy Company Converts Listeners To Buyers.

Audacy’s Insights Team is out with a new report that touts the effectiveness of audio advertising — and it’s a story with a rather sweet ending.

“Modern Audio measurement goes far beyond awareness,” Audacy says. “Across Audio platforms brands can connect the dots between ad exposure and real outcomes — including brand lift, web visits and conversions, foot traffic, app downloads, and most importantly, actual sales.”

Audacy cites an actual case study of a candy brand that increased sales via a new sports fan audience after wanting to call attention to itself during Super Bowl season. The client’s challenge: to persuade non-traditional candy buyers — as well as loyal fans of competing brands — to sample their wares. That client activated an Audacy Total Audio campaign that targeted male sports fans in hopes of driving in-store purchases.

“The playbook included crafting two creative approaches — a feel-good ad and a football-focused spot — and our Audacy team ran them across a curated mix of sports radio, streaming, and podcast platforms,” Audacy says. “By leveraging multi-platform Audio, the campaign reached a broad, engaged audience.”

Among the results: a 1.04% sales lift with ROAS at 54 cents on the dollar, and $8.09 per thousand impressions.

Audacy says the smart Audio strategy’s success was due to three key ingredients:

• Total Audio: The brand took a Total Audio approach, tapping into radio, streaming, and podcasts to maximize reach and frequency.

• High-Engagement Audience: They activated a highly engaged sports fan audience during a cultural moment that made their message feel relevant and timely.

• Advanced Measurement: The client had the right measurement tools in place to track success, using retail sales lift analysis to connect ad exposure with real-world purchases.

“Together,” Audacy says, “this strategy ensured the campaign wasn’t just heard — it was felt, remembered, and acted on.”