Inside proAudio – Rethinking Radio Planning
Part 1: Radio Planning Without Detours – How proAudio Integrates Performance Data Directly
For a long time, planning radio campaigns meant taking detours: pulling performance data from Zervice, exporting files manually, juggling Excel sheets and CSV imports – and spending lots of time aligning results.
With proAudio, the new radio planning tool in LEADING Media, this changes fundamentally. In this blog series, we’ll show how proAudio was created, which features it offers, which everyday challenges it solves – and why now is the right time to make the switch.
Radio Planning in the Past: Multiple Tools, No Efficiency
In practice, radio planning used to look like this: Zervice for performance data, LEADING Media for rates, conditions, and frequency distribution – and in between, a lot of manual Excel and CSV work. Each tool was strong on its own – but the interaction? Often complicated, inefficient, and prone to error.
"I always thought: It can’t be that there’s still no truly integrated solution for radio planning."
— Tanja, LEADING Media Support
From Idea to Project
Even after moving into software, Tanja kept her passion for radio alive – and through her daily work with agencies, she saw the challenges first-hand. At some point, it became clear: this tool had to exist. And we would build it.
The idea became a project. The project became an add-on module in LEADING Media:
proAudio.
A tool that makes radio planning not only easier, but significantly more efficient – directly inside the system agencies already work with, using the data they already need.
"It was important to me that planning happens right where our clients work – no media breaks, no copy-paste."
Performance Data Directly Integrated Into LEADING Media
Thanks to our cooperation with H.T.S. GmbH and their software Zervice, Radiotest data is now integrated directly into LEADING Media. Media planners simply select the desired Radiotest and target group – and instantly receive all relevant performance metrics in real time: net reach, CPT, OTS, and GRP.
The real game-changer: the planning logic stays inside the familiar LEADING Media environment. No tool switching, no file conversions, no manual data maintenance. That not only saves time but also reduces the risk of transfer errors dramatically.
LEADING Media proAudio enables seamless, data-driven radio planning – all in one system. And it shows: the best solutions often emerge right where the challenges are felt most strongly.
Coming up next:
Part 2 – Planning Without Breaks: Media Schedule & Booking List Synchronized