Radio Measurement, Reinvented: Meet the New Tool for Real-Time Attribution

Tl;dr 

• Radio is finally measurable like digital: real-time insights instead of waiting months.
• RSU + Podscribe’s new Enhanced Radio Attribution brings real-time, digital-style analytics to terrestrial and satellite radio.
• Marketers get DMA-level reporting, incremental impact measurement, and faster optimization cycles.
• The tool integrates seamlessly with podcast, streaming, and digital attribution, giving a holistic view of audio.
• Enhanced Radio Attribution is available exclusively (and free) to RSU clients through 2025.

The Radio Measurement Gap

With radio’s immense national reach, pervasiveness in local markets, and inherent trust between hosts and audiences, it should be a frequently used channel in any growth marketer’s portfolio. So why isn't it? 

Unfortunately, brands have been forced to rely on promo codes or delayed marketing mix models (MMMs) for radio, leaving them with incomplete insights and slow feedback loops compared to digital channels. 

For marketers, the challenge is clear: how can brands unlock the radio audience while still understanding the true impact of the channel? The answer is a better, faster, digital-style attribution method. 

Right Side Up, in partnership with Podscribe, is excited to introduce Enhanced Radio Attribution—a breakthrough tool that finally brings digital-style analytics and actionable insights to terrestrial and satellite radio advertising.

Why This Matters

Radio’s attribution challenges aren’t unique to the channel. Other offline channels, like podcast and streaming, struggle with bridging the gap between direct activity (e.g. promo codes or visiting a vanity URL) and indirect activity (e.g. coming in through search engines or direct to a website). 

Breakage is endemic to these channels, but with pixel-based attribution methodology, podcast and streaming audio has been able to better measure true activity. 

Until now, radio still struggled with the breakage, but in adapting advanced radio measurement capabilities, marketers can now gain a holistic view of audio-channel efforts.

With Enhanced Radio Attribution, RSU clients can now:

• See weekly, DMA-level attribution reporting
• Understand the incremental impact of radio campaigns
• Make faster, data-driven optimizations—no more waiting 3–6 months for MMM results
• Integrate insights seamlessly alongside podcast, streaming, and other digital data

How the Enhanced Radio Attribution Tool Works

To help brands understand the real value of their radio advertising investments, the Enhanced Radio Attribution tool integrates your radio delivery data (postlogs, or radio’s version of impression reports) into Podscribe’s advanced modeling engine, using Bayesian analysis to provide accurate, real-time performance readouts. 

Using this method, Podscribe can leverage prior data for better accuracy, adapt in real time with new data, and separate radio impact and incrementality from other marketing efforts. 

Key capabilities include:

• Historical Purchase Data Integration: Examines past consumer purchase trends to identify expected behavior patterns.‍
• Per-DMA analysis: Models are built per-DMA (Designated Market Area) to deliver local performance and insights, enabling more accurate measurement of radio ad impact with precision.
• ‍Ad Play Analysis: Incorporates ad exposure timing, location, frequency, and impression estimates to determine its effect on purchase trends.‍
• Incrementality Measurement: Aligns ad exposures with fluctuations in purchase activity to see the contribution of ads.‍
• Global Purchase Trends & Seasonality: Accounts for broad consumer purchase patterns and variations based on time-of-day and seasonal factors
• ‍Ad Impact Decay & Saturation: Recognizes decaying impact of ads over time as well as the saturation of impact as exposures increase (ad fatigue).

A key differentiator of Podscribe’s radio attribution solution is the ability to automate and streamline data ingestion. They have automated the process of ingesting and aggregating radio data from various sources, so once radio aircheck and delivery data is uploaded, results are immediately available.

Who the Tool Is for

Enhanced Radio Attribution is designed for any brand or marketer looking to make smarter, data-driven decisions about their radio investments.

This tool delivers the visibility and confidence you need to optimize your campaigns, whether you’re:

• Expanding from podcasts or streaming audio into terrestrial or satellite radio
• Already running radio campaigns but seeking more precise, real-time insights
• Testing audio for the first time and need clear performance data to guide your spend
• Justifying first time radio spend to internal stakeholders who are nervous about non-pixeled channels

By bringing the immediacy and clarity of digital-style attribution to radio, Enhanced Radio Attribution helps performance marketers, brand builders, and growth teams alike see exactly what’s working—so you can scale smarter, faster, and with less guesswork.

RSU Clients Get Exclusive Access Through 2025

As part of our partnership with Podscribe, Enhanced Radio Attribution is exclusively available to RSU clients through the end of 2025. And to make it even easier to get started, this tool is free to clients during this period.

Why Right Side Up + Podscribe

Right Side Up has helped some of the world’s most innovative brands launch and scale audio campaigns across podcasts, streaming, and radio. 

By partnering with Podscribe, a leader in audio attribution technology, we’re bringing our clients the next evolution in audio measurement.

Together, we’re setting the new foundations for radio advertising’s digital ERA. 

Get Started

Radio doesn’t have to be a mystery. If you’re ready to see exactly how your audio dollars are performing—and how you can scale them—reach out to us at growth@rightsideup.co.

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