CBS Radio Unveils Airtime Analytics Measurement

RADIO ONLINE | Tuesday, April 25, 2017

CBS Radio is bringing radio advertisers a new measurement tool that illustrates the ROI and effectiveness of their marketing campaigns. The company's "Airtime Analytics" measures the impact of audience delivery and engagement to show proven results. It's a tool offered only by CBS Radio in the markets in which it operates. The service evaluates the volume of audience delivered from an on-air radio campaign to an advertiser's website. Those insights are then used to optimize creative content and placement throughout the flight of a campaign to maximize results.

"Radio has long been one of the most effective mediums in reaching a targeted demographic and Airtime Analytics is the next step in delivering even greater value to our clients," said CBS Radio Chief Revenue Officer Bob Philips. "This exclusive new tool allows us to finally measure an advertiser's lift in website traffic following a radio spot. Armed with an analysis of consumer movement, we are then able to give our clients a clear understanding of their most successful creative and daypart executions."

Airtime Analytics was developed by AnalyticOwl, a broadcast analytics platform used to measure creative effectiveness and audience response. AnalyticOwl Founder David Ballinger said, "We're excited that hundreds of early adopting CBS Radio clients are using Airtime Analytics to prove that radio does in fact drive website traffic. This is the first time a radio company has utilized analytics on a national level and now, through CBS Radio's forward thinking, advertisers can finally gain a better understanding of the immense impact of radio on their overall marketing mix."