Your Top Questions About Radio Measurement—Answered

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Tl;dr 

• Radio is measurable, finally. With the Enhanced Radio Attribution tool from RSU and Podscribe, marketers can now test and scale radio with confidence. 
• When seasonality skews results, our model adjusts. It looks across multiple dimensions (daypart, DMA, impression volume, etc.) to isolate true radio-driven impact and avoid false spikes.
• The model is always on, works for both national and local advertisers, and is available exclusively to RSU clients through 2025.
• Already running radio? Enhanced Radio Attribution still works. As long as impression volume fluctuates over time, the model can measure incremental lift.
• Early adopters are already seeing results, and full case studies are coming soon.
• Get the full Ad Age webinar on demand for a deeper dive into why radio matters now and how Enhanced Radio Attribution’s methodology and modeling bring new clarity to performance measurement.

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The radio measurement gap

Radio is having a renaissance. Thanks to new attribution tools and smarter technology, advertisers can finally test, scale, and prove ROI with the same confidence they bring to digital channels.

In a recent Ad Age webinar, we teamed up with Podscribe to unpack how today’s marketers can make radio work in a modern performance mix. 

We covered why radio matters now, how to build effective campaigns across terrestrial and satellite, and what’s changed in the world of measurement and attribution, namely the launch of the Enhanced Radio Attribution tool, developed in partnership between Right Side Up and Podscribe.

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Missed the live session? Watch the full webinar on demand.

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Top questions from the webinar

We received some fantastic questions from attendees during the webinar, many of which we answered live, such as:

• How do you know that the measurement works? Have you proven it out? 
• When I think about experimenting with new channels, when should I do radio relative to other channels (e.g., before or after podcast, affiliate, or direct mail)?
• Why would radio be slower in terms of audience action compared to any other medium?

Unfortunately, we couldn’t get to every question, so we’re covering the most common ones here, including how advertisers already active in radio can use this tool, which types of advertisers stand to benefit most, and more.

Below you’ll get answers from our webinar speakers—some of the brightest minds in the podcast advertising space:

• Mark Hendrick, Senior Software Engineer, Podscribe
• Gregorio Roseto, Senior Manager, Offline Marketing, Right Side Up
• Lindsay Piper Shaw, Director, Offline Marketing, Right Side Up

What would happen if there is unrelated seasonality happening around the time radio starts?

Mark Hendrick: Our model looks for trends across multiple dimensions such as day, daypart, DMA, impression counts etc. and utilizes those signals to estimate the radio impact over time. 

By using these various signals over weeks or months of data, we are able to stabilize results and avoid over-attributing results due to uncharacteristic spikes in the data by stabilizing results based on signals from other points in time. 

Additionally, our seasonality component should pick up on general non-radio related shifts and be able to incorporate those baseline shifts into the seasonality component.

What about advertisers that are already long-term users of radio advertising? How do you separate that out from their baseline?

Mark Hendrick: This is still doable but we do need to see some level of fluctuation in the delivered impressions over time in order for us to observe correlative trends in how conversions move with differing impressions. 

This fluctuation can come from things like dark periods, changes in radio marketing spend or changing markets for localized buys.

Is this an always on solution for radio publishers or is this more of a one off custom study for a campaign?

Gregorio Roseto: I see this as an always on solution for radio advertisers and publishers.

We are always going to be looking to have the most efficient buy for our performance clients, and the more data points we have the more we know where we should be moving dollars to and from, whether that is based on creative, genre, or DMA.

Will this work for Small Market radio stations on a local level?

Gregorio Roseto: Yes, I don’t see why this would not be able to help small market radio stations on a local level. The measurement is based on local activity that is rolled up nationally.

‍Mark Hendrick: Yes, the model can work at a localized or national level as long as we are able to get spot time details for when local ads were played and conversion data within the respective DMA.

What is the minimum advertiser size? Would this work for a single location business in a single market?

Gregorio Roseto: Based on what is being measured, yes, this tool should work on the local level. If the advertiser is looking to measure store traffic or in store numbers, not sure this is the correct tool at this time. 

Mark Hendrick: Yes it will work, but the signal will be smaller, and we won’t be able to compare results with those from other DMAs. We would need to rely on variable signals in the impressions counts over time in order to get some differentiable signals.

Do you have any case histories you can share (brands identified or not)?

Gregorio Roseto: No case studies at this time. I can say that there have been 3 advertisers that Right Side Up has been working with over the past year that has been running the tool, and we will be working on memorializing their results with case studies, which we will share when available.

Are you planning to license the radio attribution tool to other agencies? When did you release/launch this set of tools?

Lindsay Piper Shaw: Right Side Up and Podscribe have been developing and using this tool for over a year.

This tool is exclusively for RSU clients through the end of Q2 2026 (and also free to use for RSU clients through the end of 2025), but it will become available to all come Q3 2026.

Radio is no longer just background noise

It’s a growth engine that’s ready to be more granularly measured, optimized, and scaled. Whether you’re testing audio for the first time or looking to deepen your investment, the insights and tools available today make it easier than ever to prove impact.

If this Q&A sparked new ideas or clarified how to integrate radio into your performance strategy, be sure to catch the full webinar replay for a deeper dive into the data, methodology, and real-world examples behind the discussion.

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👉 For a deep dive into why radio should be part of your marketing mix, watch the full session on Ad Age.

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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.

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Ready to demystify radio?

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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