At the 2026 Cannes Lions International Festival of Creativity, Sounds Profitable hosted a pop-up beachside recording studio and invited Scott Davis (SVP, NPR Corporate Sponsorship at National Public Media), Jim Ballas (President, Measurement at Magellan AI) and Tamara Nelson (Co-founder and CEO of Barometer) to discuss audio advertising trends and strategies for capturing incremental reach.
Incrementality is an important topic in audio advertising right now. Brands reach new audiences when they expand beyond traditional media budgets into audio, maximizing reach across otherwise untapped listeners. Barometer and Magellan AI are two of National Public Media’s key partners in driving incremental reach for NPR sponsors. We’re eager to deliver this reach – and measure it to optimize your overall media mix!
