Magellan AI is expanding how advertisers evaluate audio performance, introducing a new tool designed to bring broadcast radio into the same measurement conversation as digital media.
The company announced the launch of Broadcast Radio Attribution. A solution helping advertisers understand radio’s impact alongside podcasts, streaming audio, and connected TV. As a result, marketers can assess radio’s role in driving actions. Including website form fills, lead generation, and purchases, within a unified reporting framework.
For years, advertisers have leaned heavily on digital platforms for granular attribution. While broadcast radio remained more difficult to quantify with the same level of precision. However, Magellan AI is positioning its latest offering as a way to close that gap. Giving brands a clearer and more complete picture of how their media investments perform across multiple touchpoints.
Consequently, the addition of broadcast radio marks a significant step in what the company views as a more holistic measurement strategy. By integrating radio into its existing attribution capabilities, Magellan AI aims to help advertisers move beyond siloed analysis and toward a more comprehensive understanding of campaign effectiveness.
“Measurement needs to reflect how media actually works today. Across channels, not in silos,” said Cameron Hendrix, CEO and co-founder of Magellan AI. “Broadcast Radio Attribution brings radio into that unified view, helping advertisers understand performance and make better decisions across their campaigns.”
In many ways, the launch reflects a broader industry push toward cross-platform accountability, as brands seek to justify spending across both traditional and digital channels. While radio has long been considered an effective medium for reach and frequency, the lack of consistent attribution has often limited its ability to compete directly with digital platforms in data-driven environments.
That dynamic, however, could begin to shift as more sophisticated tools become available. With enhanced visibility into performance, advertisers may feel more confident allocating budgets to radio. Particularly when it can be evaluated alongside other audio and video channels within the same ecosystem.
“Radio has always delivered meaningful impact. But it hasn’t been measured with the same precision as digital channels,” said Christine Hess, director of account strategy at Mynt Agency. “If you’re only measuring one channel, you’re seeing a distorted view of performance. With broadcast now included in Magellan AI’s multi-channel measurement, we have the visibility we need to understand and optimize holistically.”
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