Market Enginuity Brings Broadcast Sponsorship Attribution Measurement to Public Media

Market Enginuity Audience Analytics provides data-rich insights that empower its public media partners to optimize broadcast sponsorship campaign performance. By linking broadcast air times with web traffic data the attribution tool quantifies the incremental visitors driven to the sponsor’s website.

Market Enginuity is the first in the public media industry to offer this capability for sponsorship campaigns. The investment is part of the company’s broad commitment to corporate sponsorship sales practices that strengthen partnerships between public media stations and their corporate sponsors.

Market Enginuity chose AnalyticOwl as its technology partner for its attribution and analytics platform built specifically for broadcast media. Market Enginuity already works with Barometric, a cross-environment media tracking and measurement solution, to deliver insights on podcast sponsorships.

Market Enginuity Audience Analytics is in use for client stations: KCRW in Los Angeles, WBEZ in Chicago, KERA in Dallas, WAMU in Washington D.C., Georgia Public Broadcasting, Houston Public Media, KUT and KUTX in Austin. Phase two of the rollout will include: KJZZ and KBACH in Phoenix, KNKX in Seattle, St. Louis Public Radio, WFAE in Charlotte, Nashville Public Radio, WUWM in Milwaukee, Cincinnati Public Radio.

With Market Enginuity Audience Analytics, public media station sponsors have seen spikes in web traffic that affirm the anecdotal evidence of public media’s impact on brand consideration. We’ve long held the belief that the audiences drawn to educational public media act on their curiosity. Enginuity Audience Analytics proves that they do “click to learn more.”