Audacy: Why Attribution Windows Matter In Audio Advertising.

A new insights piece from Audacy says audio’s impact is a slow but effective burn.

It cites research that finds just 8% of a radio advertisement’s impact occurs in the first 20 minutes — with the remaining 92% of the influence occurring later, sometimes days and weeks later. “If you’re measuring impact only within a tight window, you’re leaving out most of your results,” Audacy says.

The extended life of a radio ad is made possible by one of the medium’s unique attributes: a special, deeper connection with the listener. “Audio connects with audiences in screen-free, hands-free moments,” Audacy says. “It taps into emotion. It builds trust. It becomes part of a listener’s routine — on the commute, during a workout, while making dinner. And because of that deeper connection, audio’s impact doesn’t fade when the ad is over. It grows.”

The post makes the case for longer attribution windows — reinforcing the notion that in audio advertising, patience really is a virtue, as well as a timely strategy. Using the wrong attribution strategy can be a trap, with some models favoring shorter windows like one to two weeks post-exposure.

“But for audio, that’s just not long enough,” Audacy says. “You need a 30-day attribution window at a minimum to capture the ripple effect of your message. Take retail, for example. Audio advertisers in this space would miss 35% of their attributed conversions if they opted for a seven-day attribution window, instead of a full month.”

Citing research from Claritas, Audacy says the attribution window should be extended even more for “high-consideration categories” like automotive, financial services or B2B — up to six to 12 weeks. The longer the wait, the greater the results. There’s a reason that playing the long game generates better results. That includes deeper engagement, stronger recall, and enduring results.

“Audio plants a seed,” Audacy says. “It builds memory structures in the brain and increases brand salience. So when the listener is finally ready to buy, your brand is already top of mind.

Shorter attribution windows capture impulse. But audio’s strength is in capturing intention.

And the more often someone hears your message — across a podcast series, or a drive-time show — the more likely they are to act when the moment is right.”