Kagiso Media Radio and Masslytics announce strategic partnership to deliver radio attribution for advertisers

Midrand, South Africa and Groningen, The Netherlands — 18-8-2025 - Kagiso Media Radio and Masslytics have entered into a structural partnership that allows advertisers on Jacaranda FM and East Coast Radio FM to measure the direct impact of their radio campaigns on website visitors, leads and sales.

Through this partnership, advertisers on two of South Africa’s most prominent radio stations can now clearly see how radio advertising drives online engagement and conversions. This capability introduces a new level of transparency and accountability to the South African radio market.

Kagiso Media Radio is a division of Kagiso Media and owns Jacaranda FM and East Coast Radio. Together these stations reach millions of listeners every week. Kagiso Media Radio is known for delivering campaigns that create meaningful connections between advertisers and audiences , a strength now amplified through SoundInsights, a proprietary platform that measures real human response, campaign effectiveness, and audience impact in real time.

Masslytics is a Netherlands-based technology company specialising in radio and TV attribution. Its platform analyses radio airplay in real time and links it to measurable online outcomes, giving advertisers insight into how their campaigns generate website traffic, leads and sales. It can show the ROI, ROAS, CPA, CPL or CPO of traditional radio campaigns.

The partnership builds on the success of the A Million and Change campaign. This was a high-profile campaign in which Kagiso Media Radio gave away one million rand to a listener through a radio-driven promotion, as well as R125 000 to a charity. With Masslytics technology, Kagiso Media Radio was able to track and demonstrate the substantial increase in website visits, leads and engagement that resulted directly from the campaign, proving how radio can deliver measurable results.

“This partnership reflects our ongoing commitment to innovation and to delivering measurable value for our advertisers,” said Nick Grubb, CEO at Kagiso Media Radio. “We are proud to offer this service to our clients on Jacaranda FM and East Coast Radio FM.”

“Radio remains one of the most powerful ways to reach and move audiences,” said Floris Schakelaar, CEO & Founder at Masslytics. “Our technology makes it possible to see exactly how those audiences respond online. We are excited to bring this capability to South Africa through our partnership with Kagiso Media Radio.”

Melissa Mc Nally, Head of Market Intelligence at Kagiso Media Radio and lead on the SoundInsights platform, added: “SoundInsights has already given our advertisers a window into how people feel, think and respond to campaigns in real time. By integrating this with Masslytics’ attribution technology, we can now connect those human responses directly to measurable business outcomes. It’s a powerful combination , advertisers get both the why and the what behind campaign performance.”