As marketers took over Miami for POSSIBLE 2026, many were looking for ways to strengthen relationships and turn meaningful conversations into action for their businesses.

And as those conversations unfolded, one underlying message prevailed: As automation and artificial intelligence continue to ramp up, how can brands build trust to create influence? 

iHeartMedia leaders Chairman and CEO Bob Pittman and Chief Business Officer Lisa Coffey took to the POSSIBLE stage to share why a “Guaranteed Human” approach in audio is proving to be a strategic imperative to create influence and impact.

We know consumers don’t want to feel deceived or lied to with artificial content and they want to trust the media they’re consuming is real. That’s why human voices simply matter more in 2026, and Pittman and Coffey both took to the POSSIBLE stage to share how iHeart podcast and radio personalities are building relationships, that exact trust, and engagement through audio. 

What If We’ve Been Measuring the Wrong Things All Along? 

In the aptly named Adweek x GroundTruth panel, leaders gathered for a thought-provoking conversation around ad measurement and what becomes possible when you connect audio exposure to real-world consumer behavior.

Panelists shared how audio has evolved from a brand awareness channel into a measurable performance driver, connecting exposure to action across the full consumer journey.

“Trust is not a vibe metric,” Coffey said. “You can actually see it show up in behavior and outcomes. 

“Because listening is habitual and opt-in, audio gets attention that actually lands. Hosts are considered 5x more influential than social influencers. That influence starts with belief and consumers are defaulting more and more to distrust in their environment. That’s why the ‘Guaranteed Human’ voice is essential.”

Coffey revealed that once consumer belief exists, it shows up clearly in upper-funnel movement with host-led creative delivering +86% awareness and +108% consideration. The takeaway? Trust is the mechanism that turns listening into measurable action. 

From audio exposure to real-world store visits, we learned what becomes possible when marketers connect awareness to action and move beyond impressions to understand true outcomes. Thanks to this thoughtful panel, we’re reminded that the future of measurement isn’t just about attribution, it’s about seeing the full path from attention to action.

Math & Magic Presents: The Future of Influence

As marketing grows more automated, more measurable, and more optimized, a different question keeps surfacing among leaders: What actually moves people?

That question sat at the center of iHeartMedia’s live session at POSSIBLE 2026, Math & Magic Presents: The Future of Influence. The conversation, between iHeart CEO Bob Pittman and podcaster, influencer, and “The Breakfast Club” broadcast radio host Charlamagne Tha God, was grounded in a simple truth. Influence is earned through real connection and built over time, in the places people trust.  

A key takeaway for all marketers? Habits and companionship create meaningful influence. 

Influence is built through habit. Audio becomes a habit because it fits naturally into daily life. On top of that, radio and podcast hosts become companions. Pittman shared in the live conversation that “the average consumer watches about 40 TV networks in a month, but they listen to 2 radio stations.”

That intentional choice radio consumers make becomes a daily habit, because they feel companionship with their favorite host. 80% of listeners consider iHeart hosts their friends, and in turn, it’s no surprise that 78% trust product recommendations from their favorite radio hosts AKA their most reliable companions.  

“For radio it’s about keeping people company,” Charlamagne said. “We’re a companion.

“People know they’re going to hear what we truly, honestly think,” Charlamagne added. “All of that builds trust… We’re all just humans sharing a human experience.”

To learn more about why a “Guaranteed Human” approach at scale is critical, listen to the full podcast.

Rethinking Audio: The Most Underutilized Channel in Modern History

In a Masterclass panel of audio leaders including our own Lisa Coffey, SiriusXM’s Lizzie Collins, and Spotify’s Katie English, these 3 audio leaders worked to bring the audience into the fold on why audio as a daily, high-attention channel continues to drive engagement even as media consumption fragments. 

The panel helped marketers to understand how better measurement and MMM integrations are unlocking confidence and driving increased investment. Even though audio is where people spend a third of their time with media, audio is often forgotten as a foundational format to complement video and live moments. 

“Today, audio often shows up as a support channel after video and social are locked,” Coffey shared. “Audio should sit earlier in the plan as a foundational layer, because audio builds memory, trust, and awareness that makes everything work harder.

“As measurement improves, audio gets credited correctly in omnichannel planning, and budgets move because outcomes become easier to prove and optimize,” she continued. 

It wouldn’t be a marketing conversation in 2026 without talking about how automation fits in and can actually make audio advertising more measurable, effective, and easier to buy. 

“AI should make audio easier to plan, buy, and optimize without removing the human element that makes it work in the first place,” Coffey said. “The best future is humans plus technology; use AI to amplify relevance and measurement, while keeping the content and connected ‘Guaranteed Human.’”

Thanks to a newer wave of outcome-driven buyers, smarter testing, and broader inclusion in media planning, modern audio advertising is helping brands move forward to gain trust and influence with consumers who are increasingly skeptical thanks to AI.

Feeling FOMO After POSSIBLE? 

Eager to help your brand stay relevant when attention is fragmented, trust is harder than ever to earn, and everything is always changing? We would love to connect and tell you more about how audio advertising and live iHeartMedia events can put your brand at the center of that trust and real influence.