Let CBS Radio Analyze Your Airtime

CBS Radio yesterday announced it was the first company to bring radio advertisers what it describes as “a new and exciting measurement tool that illustrates the ROI and effectiveness of their marketing campaigns” — say hello to CBS Radio Airtime Analytics, which the company says “measures the impact of audience delivery and engagement to show proven results. An exclusive tool offered only by CBS Radio in the markets in which it operates, Airtime Analytics evaluates the volume of audience delivered from an over-the-air radio campaign to an advertiser’s website. Those valuable insights are then used to optimize creative content and placement throughout the flight of a campaign to maximize results.”

Bob Philips, Chief Revenue Officer of CBS Radio remarked, “Radio has long been one of the most effective mediums in reaching a targeted demographic and Airtime Analytics is the next step in delivering even greater value to our clients. This exclusive new tool allows us to finally measure an advertiser’s lift in website traffic following a radio spot. Armed with an analysis of consumer movement, we are then able to give our clients a clear understanding of their most successful creative and daypart executions.” CBS Radio Airtime Analytics was developed by AnalyticOwl, a broadcast analytics platform that is used to measure creative effectiveness and audience response. David Ballinger, Founder of AnalyticOwl said, “We’re excited that hundreds of early adopting CBS Radio clients are using Airtime Analytics to prove that radio does in fact drive website traffic. This is the first time a radio company has utilized analytics on a national level and now, through CBS Radio’s forward thinking, advertisers can finally gain a better understanding of the immense impact of radio on their overall marketing mix.”