The LTR (listen-through-rate) represents the percentage of ad plays that were listened to in its entirety.
For example, if your LTR is being shown as 97%. That just means 97% of those who listened to your ad, heard it the whole way through.
Due to the nature of Audio Advertising, high listen through rates are to be expected as listeners are generally engaged with their content. This results in high recall rates for ads which significantly contributes towards brand awareness and indirectly to conversions.
A low LTR might suggest a low quality ad - which listeners often tend to skip - or an ad content that is less compatible with the channel or station content.
