iHeartMedia, Magellan Push AM/FM Into Attribution Era.

Magellan AI is expanding its relationship with iHeartMedia to bring broadcast radio into the attribution equation, marking a notable step forward in how advertisers measure the impact of AM/FM campaigns.

The companies said the enhanced partnership will allow advertisers to evaluate broadcast radio alongside digital channels — including podcasts, streaming audio and connected TV — within a unified measurement framework.

Magellan AI has already served as a preferred attribution partner for iHeartMedia across its digital platforms. The latest move extends those capabilities to traditional broadcast, long viewed as more difficult to measure with the same precision as digital media.

The solution relies on iHeartMedia’s simulcast data, which connects broadcast radio exposure to listener outcomes. Attribution reporting powered by that data will be available exclusively to advertisers working with iHeartMedia.

With the added visibility, advertisers will be able to track how radio campaigns contribute to full-funnel results, including website visits, lead generation, form fills and purchases.

“Advertisers want clearer insight into how every channel contributes to outcomes,” said Cameron Hendrix, CEO and Co-Founder of Magellan AI. “Our expanded partnership with iHeartMedia brings broadcast radio into the same attribution framework as digital audio and other media, giving brands a more complete view of campaign performance.”

Lainie Fertick, President of iHeartMedia Insights, said the partnership builds on the company’s push to demonstrate audio’s performance across platforms. “iHeartMedia has always focused on helping advertisers understand the power of audio,” she said. “By combining Magellan AI’s attribution technology with our proprietary in-market simulcast data, we’re providing brands with deeper visibility into how broadcast radio works alongside podcasts, streaming audio, connected TV, and other channels to drive meaningful results.”

The announcement underscores broader industry efforts to modernize radio measurement and better align it with the data-driven expectations of today’s advertisers, particularly as audio campaigns increasingly span both linear and digital environments.