The approach

We partnered with station leadership, ad sales, and programming teams to build a practical attribution framework for live broadcasts.

Key initiatives included:

• Mapping live programming blocks to advertiser response windows

• Introducing standardized on-air CTAs tied to trackable actions

• Aligning ad placement and pricing with audience retention and segment performance

• Implementing lightweight attribution reporting for advertisers and internal teams

• Training sales teams to package inventory around measurable outcomes, not just reach

The focus was on making live broadcasts commercially legible, both internally and to advertisers.

The outcome

Over the course of the broadcast year, Graham Media Group generated $4.2M in directly attributed revenue tied to live programming and advertiser response.

Additional outcomes included:

• Higher renewal rates for performance-backed ad packages

• Increased confidence in pricing premium live inventory

• Clear benchmarks for which programs and segments drove revenue impact

Live broadcasts shifted from being treated as fixed inventory to measurable revenue drivers.