April 9, 2025

Sweet Success: How a Candy Brand Turned Listeners into Buyers

By Audacy Insights Team

In a world where every marketing dollar needs to prove its value, Audio advertising is stepping up in a big way. Now, proving ad impact is easier than ever. With today’s advanced attribution tools, you can connect your campaigns directly to listener actions. Whether you’re building brand awareness, driving web traffic, or increasing sales, Audio shows measurable results at every stage of the purchasing funnel.

The best part? Audio measurement tools aren’t one-size-fits-all. They can be designed to match your unique campaign goals. With the right tools, you can draw a straight line from your media spend to your listeners’ behavior.

What Can You Measure? More Than You Might Expect!

Modern Audio measurement goes far beyond awareness. Across Audio platforms brands can connect the dots between ad exposure and real outcomes—including brand lift, web visits and conversions, foot traffic, app downloads, and most importantly, actual sales.

Candy Brand Drives Higher Sales with New Sports Fan Audience

Want to know if your Audio ads are ringing up real-world sales? Retail sales lift studies analyze shopper card data, receipt images, and other transaction records to link ad exposure with purchases, order size, and return on ad spend (ROAS). They’re especially useful for skincare, food and beverage, household products, and other brands sold through mass-market retailers.

The proof is in the pudding — or, in this case, the candy.

CASE STUDY

A beloved candy brand set out to do more than just get noticed during Super Bowl season—they wanted to win over a new audience and see it pay off at the register.

This client faced a unique challenge: persuading non-traditional candy buyers — and even loyal fans of competing brands — to give their iconic treats a try. To drive in-store purchases during the Super Bowl season, the client activated an Audacy Total Audio campaign targeting male sports fans.

The playbook included crafting two creative approaches — a feel-good ad and a football-focused spot — and our Audacy team ran them across a curated mix of sports radio, streaming, and podcast platforms. By leveraging multi-platform Audio, the campaign reached a broad, engaged audience.

And the final score?

1.04% sales lift with ROAS at 54¢ on the dollar
$8.09 dollars per thousand impressions

A smart Audio strategy can turn skeptics into loyal customers.

Why did this campaign score such sweet results? It came down to three critical ingredients.

Total Audio: The brand took a Total Audio approach, tapping into radio, streaming, and podcasts to maximize reach and frequency.
High-Engagement Audience: They activated a highly engaged sports fan audience during a cultural moment that made their message feel relevant and timely.
Advanced Measurement: And finally, this client had the right measurement tools in place to track success, using retail sales lift analysis to connect ad exposure with real-world purchases.

Together, this strategy ensured the campaign wasn’t just heard—it was felt, remembered, and acted on.

Ready to measure what matters? When you invest in Audio, you need to track its full impact. By aligning your measurement approach with your goals, you can turn insights into action — and action into impressive results.

For more measurement insights, check out Audacy’s Modern Measurement Playbook