Magellan AI Expands iHeartMedia Partnership to Bring Broadcast Radio Attribution to Advertisers

Audio analytics firm Magellan AI has expanded its partnership with iHeartMedia to introduce broadcast radio attribution, giving advertisers deeper visibility into how traditional radio contributes to campaign performance.

The collaboration builds on an existing relationship that already covers podcasts, streaming audio, connected TV, and other digital channels. With this expansion, advertisers can now measure broadcast radio performance within the same unified attribution framework used for digital media, offering a more comprehensive view of cross-channel effectiveness.

At the core of the solution is iHeartMedia’s proprietary simulcast data, which connects broadcast radio exposure to measurable outcomes such as website visits, form submissions, leads, and purchases. Attribution reporting based on this data will be available exclusively to advertisers working with iHeartMedia.

The move reflects growing demand among brands for clearer insights into how different media channels contribute to results across the marketing funnel. By integrating broadcast radio into a broader measurement ecosystem, Magellan AI aims to bridge the gap between traditional and digital advertising analytics.

Company executives said the enhanced capabilities will allow advertisers to better understand how radio works alongside modern channels, helping optimize media strategies and improve return on investment. The expanded partnership also underscores the continued relevance of audio advertising, particularly as marketers seek more holistic ways to evaluate campaign impact across an increasingly fragmented media landscape.