Study: iHeartPodcasts Drove 45% Lift in Incremental Sales

RADIO ONLINE | Thursday, August 10, 2023 | 11:09am CT

iHeartPodcasts

iHeartMedia and Affinity Solutions have announced the results of a measurement engagement using deterministic transaction data. The study gauged the incremental impact of Mattress Firm's podcast marketing investments on brick-and-mortar sales. Affinity's Consumer Purchase Lift leveraged deterministic transaction data combined with a control and exposed methodology as the source of truth to remove dependance on proxy metrics like foot-traffic to forecast sales.

The campaign featured a custom podcast called "Chasing Sleep," created in partnership with Mattress Firm, the Spark Foundry Content team and iHeartMedia's Ruby Studio. For its inaugural season, the teams brought together a mix of sleep advisors and everyday people to explore how everyone from astronauts to newscasters to ultramarathoners prioritize sleep to perform and live at their best. The podcast incorporated key brand messaging throughout, complemented with ad placements across the iHeartPodcasts network. iHeartMedia partnered with Affinity Solutions to measure sales outcomes over a three-month campaign period that was based on this custom audio content.

Mattress Firm's investments on iHeartPodcasts lead to a 45 percent lift in incremental sales and achieved a 4X incremental return on ad spend (ROAS). The custom measurement study between iHeartMedia, Mattress Firm and Affinity confirmed, with a high level of confidence, the connectivity of podcast advertising to in-store sales. There is proof in the ability of podcasts to move the needle for brands, beyond online transactions.

"Over 100 million Americans listen to podcasts a month with 80 million Americans listening weekly, which is clear evidence this 'emerging medium' has now become a permanent, new part of all of our media consumption - giving brands access to new and engaging audiences," said iHeartMedia Chief Data Officer Brian Kaminsky. "By partnering with Affinity to measure the impact of Mattress Firm's digital audio advertising, particularly on their bottom line, we were able to demonstrate the power of the brand's partnership with iHeart to drive sales and strong ROI. We also gained insights to optimize campaign performance that we are already applying."

"Podcasts are the perfect medium for combining Mattress Firm's passion for sleep with the power of storytelling," said Mattress Firm SVP of Marketing Sam Bennett. "The results of this study unequivocally revealed that an investment in branded content yields strong results. As we continue to invest in content, we remain focused on harnessing the power of podcasts to empower, educate, and inspire our valued audience - while simultaneously driving business results."