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Audience Measurement
Attribution
The analytical science of assigning credit to a specific media touchpoint for a desired consumer action, such as a website visit or a finalized sale.
What is Attribution?
Attribution is broadcast's answer to digital's last-click model. Historically, radio and TV could measure delivery but not direct causation: a brand knew the ad ran, but not which sale it drove. Modern attribution closes that gap through IP matching (inferring households exposed to a CTV ad by IP-to-geo correlation), promo codes, trackable phone numbers, and ACR-based closed-loop measurement.
Multi-touch attribution models go further, distributing fractional credit across every touchpoint in the customer journey: a CTV impression Monday, a radio spot Wednesday, a search click Friday, and a purchase Saturday might each get weighted credit. The shift from last-touch to multi-touch attribution is rebalancing how brands credit upper-funnel broadcast against lower-funnel digital.
Why it matters
Historically difficult for terrestrial radio, modern platforms now use IP matching, pixel tracking, and promo codes to mathematically prove broadcast ROI.
Prove broadcast attribution with Spotwise
Spotwise connects ad occurrence data directly into attribution platforms so broadcast impressions get the credit they deserve in every model.