Broadcast Radio Enters New Era: iHeartMedia First to Bring ‘AudioGraph’ to Market, Introducing Digital Precision and Measurability to the Largest Audio Audience in America
New advertising capabilities connect broadcast radio to the digital ecosystem by enabling precise targeting and measurement, providing additional reach and scale for brands, and leveraging the live cultural moments created in broadcast
NEW YORK–(BUSINESS WIRE)–
iHeartMedia, the No. 1 audio company in America today unveiled AudioGraph™ a suite of advertising capabilities that, for the first time, will bring digital-like targeting, identity-based planning and measurement, and outcome-based attribution to broadcast radio at scale. These capabilities are powered by Triton Digital, the global technology and services leader.
The vast majority of audio consumption (64 percent) comes from broadcast radio, yet up until today, it has lacked the targeting and measurement infrastructure available in digital. iHeartMedia’s broadcast radio stations reach more than 278 million consumers every month, and now with AudioGraph, for the first time, advertisers can plan, target, measure, and attribute that audience using privacy-safe, ID-informed insights with digital-like precision.
AudioGraph makes it possible by connecting a privacy-safe identity spine, enriched audience attributes built from TransUnion data, and proprietary ID-level listening models that enable planning and measurement at the listener level while activating campaigns at broadcast scale. Proof of concept shows that broadcast radio campaigns planned and measured using privacy-safe AudioGraph IDs can deliver a KPI outcome 75 percent higher than traditional demo-based plans.
“Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “With 9 out of 10 Americans listening to broadcast radio every month, it’s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media. With AudioGraph, we’ve closed that gap. Marketers can now use audio as an addressable and measurable performance channel at a national scale; with the same accountability they expect from every other part of their media plan.”
“This innovation plays into the demands of the digital ecosystem and how brands can now buy radio, addressable, measurable and automated,” said Vinny Rinaldi, Vice President of Consumer Connections for The Hershey Company. “Radio now has a chance to see its day, helping drive demand creation and new intent, for brands, aligned with the measurement architect of the rest of the digital ecosystem. AudioGraph, is a great innovation for the industry, bringing the massive scale of radio to help deliver against brand growth models, build on penetration and reaching genuinely new buyers.”
AudioGraph is powered by three core capabilities: targeting, buying, and measurement:
Unmatched Scale, Now with Digital Precision
AudioGraph brings digital-like targeting to broadcast radio through custom ID-based audience segments built from first-party listener data and TransUnion’s identity graph. These segments inform campaign planning and optimization using privacy-safe AudioGraph IDs, while advanced predictive listening models enable advertisers to reach audiences at scale with greater accuracy than traditional demo-based approaches.
These capabilities are now enabled across broadcast for the first time and extend to streaming and podcast environments, allowing brands to activate campaigns against consistent audience definitions across all of iHeartMedia’s audio inventory.
A Modern, Digital Way to Buy Radio
AudioGraph supports multiple buying channels, making broadcast radio as efficient and easy to buy as digital media. The platform offers direct DSP connectivity – ensuring it operates seamlessly with today’s digital ecosystem – and is designed to integrate with the emerging agentic landscape. DSP connectivity is important to sit in the digital ecosystem as it is today.
“We’re excited to build on our existing partnership with iHeartMedia by adding AudioGraph, bringing more precise targeting and measurement to broadcast radio,” said Chandra Cirulnick, VP Strategic Partnerships at Yahoo DSP. “Our collaboration through Yahoo ConnectID has already improved match rates on iHeartMedia’s digital inventory. Adding broadcast radio via AudioGraph means our clients can reach even broader audiences with measurable results.”
Measurement Built for an Open Ecosystem
AudioGraph was built to be interoperable with the digital measurement ecosystem. The platform supports any measurement, attribution, or analytics partner that advertisers already work with. iHeartMedia has validated deeper integrations with preferred partners including Magellan AI, PlaceIQ, and GroundTruth, connecting audio exposure to real-world outcomes such as foot traffic and in-store visits for a national home improvement brand. Early results showed that AudioGraph-powered campaigns informed by ID-based planning and measurement, outperformed traditional demo-based buying.
“One of the biggest challenges for advertisers has been evaluating broadcast radio within a unified, cross-channel measurement framework,” said Cameron Hendrix, CEO and Co-Founder of Magellan AI. “AudioGraph helps close that gap by making radio listenership addressable and attributable within the same systems as digital and podcasting. That alignment gives marketers a way to translate their media mix into the same language, enabling a more complete view of performance and proving the incremental reach and value broadcast radio delivers.”
Additionally,iHeartMedia’s Guaranteed Human commitment means every AudioGraph impression runs alongside content created by real hosts, real creators, and real communities, not AI-generated personalities or synthetic voices.
“It turns out that unlike TV, which was just a delivery system for programs, consumers think about radio differently. It’s a companion,” said Bob Pittman, Chairman and CEO of iHeartMedia. “There are more people listening today than 10 or 20 years ago, and that trust is something no technology can manufacture. AudioGraph lets advertisers harness trust and unparalleled reach with the precision and proof the modern marketplace demands.”
Triton Digital created AudioGraph as an industry wide solution that will be deployed across the broadcast radio landscape in the US and globally. By creating a standardized set of digital signals and data-science driven models, Triton has enabled AudioGraph as a common identity solution for all radio broadcasters. AudioGraph will launch with iHeartMedia inventory with plans to expand its capabilities across the broader broadcast industry in 2027.
About iHeartMedia
iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media company in America, with nine out of ten Americans listening to iHeart broadcast radio in every month. iHeart’s broadcast radio assets alone have a larger audience in the U.S. than any other media outlet and over four times the ad-enabled audience of the largest digital only audio service. iHeart is the largest podcast publisher according to both Podtrac and Triton, with more downloads than the next two podcast publishers combined, has the most recognizable live events across all genres of music, has the number one social footprint among audio players, has the highest-reach and most engaged influencers, and is the only fully integrated audio ad tech solution across broadcast, streaming and podcasts. The company continues to leverage its strong audience connection and unparalleled consumer reach to build new platforms, products and services. Visit iHeartMedia.com for more company information.
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service, and Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260618206181/en/
Media contacts:
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KEYWORDS: New York United States North America
INDUSTRY KEYWORDS: TV and Radio Technology Other Communications Marketing General Entertainment Advertising Entertainment Communications Digital Marketing Audio/Video Content Marketing
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