Report: Audio Is Living In A New (And Enhanced) Age Of Attribution.

Audacy’s latest State of Audio report serves up a cold dish of reality for CMOs: 40% of them say they’re under pressure to improve ROI and demonstrate attribution. But the news isn’t all bad.

“Audio is now more measurable than ever,” the report says. “The conversion reports that became standard practice with digital media are becoming common for Audio advertisers. So getting a real grip on cross-device attribution and ROI is clearer than ever.”

Audacy, citing Q4 2024 data from podcast advertising agency Oxford Road, says 64% of advertisers drive lower-funnel performance goals via audio. Meanwhile, brand-lift studies cited in the report show gains of 14.5% for purchase intent, 16.5% in brand affinity and a 12% in favorability.

One specific case study — which involved an HVAC client — found the business launching a campaign on four radio stations in St. Louis, including spots, custom entitlements and host influencer campaigns. In just a single month, the client saw 1,980 website visits and a 51% consistent increase in site traffic daily. That client also learned, Audacy says, that weather entitlements were the strongest driver for new customer traffic.

The report also includes a number of what Audacy calls “proven strategies that will help you maximize ROI” — designed to elevate attribution strategy and drive stronger outcomes. One key point: audio conversions are worth the wait — unlike online digital ads, radio doesn’t go for the instant gratification of page clicks. Rather, it plays the long game. Just 8% of a radio ad’s impact occurs in the first 20 minutes, with the rest rolling out over time.

“Audio drives remarkable results at every stage of the marketing funnel — it’s more effective and efficient than other media,” Audacy says, citing Nielsen data that audio is 55% stronger at driving conversions than video ads, 28% stronger at driving conversions than search and 13% stronger at driving conversions than social media.

“Audio doesn’t just deliver results of its own — it supercharges the impact of other media,” the report says. “TV ads become more memorable, digital ads see higher click-through rates, and social engagement grows when paired with Audio. Why? Because Audio builds emotional connections and primes audiences, making them more receptive to other brand touchpoints.”

The report also underscores a general lack of understanding about the audio measurement tools that marketers have at their disposal — a clear opportunity for in-the-know media sellers. Citing data from Oxford Road, just 31% of audio advertisers say they understand measurement tools “very well,” while 55% say they understand “somewhat.”

“While many brands are still on the learning curve when it comes to Audio measurement — innovation waits for no one,” Audacy says. “Media buyers with an attribution head start are excitedly looking forward to ‘what's next’ from their measurement tools — unified metrics, sharper targeting, and a clear view of performance across platforms.”