Magellan AI Adds Broadcast Radio Attribution Tool

RADIO ONLINE | Tuesday, March 24, 2026 | 11:27am CT

Magellan AI

Magellan AI has launched Broadcast Radio Attribution, a new measurement solution designed to help advertisers evaluate the performance of broadcast radio alongside digital channels within a single platform.

The tool enables advertisers to track how radio campaigns contribute to key business outcomes such as form fills, leads and purchases, while comparing results across podcasts, streaming audio, connected TV and other media. The company says the offering extends its existing attribution capabilities to one of the largest channels that has historically lacked unified measurement.

Magellan AI CEO and co-founder Cameron Hendrix said the launch reflects the need for cross-channel visibility as media strategies evolve. "Measurement needs to reflect how media actually works today-across channels, not in silos," Hendrix said, noting the new feature is intended to help advertisers better understand performance and optimize campaigns across platforms.

The addition of broadcast radio aims to provide a more complete view of how audio contributes to overall marketing outcomes, particularly as advertisers increasingly seek to compare traditional and digital media within the same framework.

Christine Hess, Director of Account Strategy at Mynt Agency, said the ability to include broadcast radio in multi-channel measurement offers improved clarity. She noted that relying on a single channel for performance insights can create an incomplete picture, while integrated measurement allows for more informed decision-making.

Broadcast Radio Attribution is now available to advertisers and agencies through Magellan AI's platform.