iHeartMedia Launches AudioGraph to Bring Digital Precision to Broadcast Radio
Event summary
- iHeartMedia introduced AudioGraph, a suite of advertising capabilities that bring digital-like targeting, identity-based planning, and measurement to broadcast radio at scale.
- AudioGraph connects a privacy-safe identity spine, enriched audience attributes from TransUnion data, and proprietary ID-level listening models.
- Proof of concept shows that broadcast radio campaigns planned and measured using AudioGraph can deliver a KPI outcome 75% higher than traditional demo-based plans.
- AudioGraph is powered by three core capabilities: targeting, buying, and measurement, and is designed to be interoperable with the digital measurement ecosystem.
- AudioGraph will launch with iHeartMedia inventory with plans to expand its capabilities across the broader broadcast industry in 2027.
The big picture
iHeartMedia's AudioGraph addresses a longstanding gap in broadcast radio: the lack of digital-like targeting and measurement infrastructure. With 9 out of 10 Americans listening to broadcast radio every month, this innovation could reshape how advertisers allocate budgets across audio platforms. The integration of privacy-safe identity solutions and advanced predictive listening models positions AudioGraph as a potential game-changer in the audio advertising space.
What we're watching
- Adoption Pace
- The pace at which other broadcasters adopt AudioGraph will determine its industry-wide impact.
- Measurement Standards
- Whether AudioGraph can establish a standardized set of digital signals and data-science driven models across the broadcast radio landscape.
- Advertiser Response
- How advertisers respond to the precision and measurability offered by AudioGraph, and whether it drives increased investment in broadcast radio.