iHeartPodcasts drove 45% lift in Mattress Firm store sales

iHeartPodcasts drove 45% lift in Mattress Firm store sales


Date: August 10, 2023
Tags: #iheartmedia #mattress-firm

NEW YORK, August 9, 2023 – iHeartMedia, the leading audio company in America and the No. 1 podcast publisher globally according to Podtrac, and Affinity Solutions (Affinity), the leading consumer purchase insights company, today announced the results of a pioneering measurement engagement using deterministic transaction data. The study gauged the incremental impact of Mattress Firm’s podcast marketing investments on brick-and-mortar sales.

Affinity’s Consumer Purchase Lift leveraged deterministic transaction data combined with a control and exposed methodology as the source of truth to remove dependance on proxy metrics like foot-traffic to forecast sales. The campaign featured a custom podcast called “Chasing Sleep,” created in partnership with Mattress Firm, the Spark Foundry Content team and iHeartMedia’s Ruby Studio. For its inaugural season, the teams brought together a mix of sleep advisors and everyday people to explore how everyone from astronauts to newscasters to ultramarathoners prioritize sleep to perform and live at their best.  The podcast incorporated key brand messaging throughout, complemented with ad placements across the iHeartPodcasts network. iHeartMedia partnered with Affinity Solutions to measure sales outcomes over a three-month campaign period that was based on this custom audio content. 

Mattress Firm’s investments on iHeartPodcasts lead to a 45 percent lift in incremental sales and achieved a 4X incremental return on ad spend (ROAS). The custom measurement study between iHeartMedia, Mattress Firm and Affinity confirmed, with a high level of confidence, the connectivity of podcast advertising to in-store sales. There is proof in the ability of podcasts to move the needle for brands, beyond online transactions.