Web Radio Pulls In `Respectable' Numbers

Share this content:
Twenty-three radio Web sites attract significant local market audiences, according to The Media Audit, a survey of both online and traditional media in more than 80 U.S. markets.


According to the survey of 120,000 consumers, 23 sites attract at least 2 percent of all adults in their immediate markets. "We think 2 percent is very respectable, at this stage of Internet market development," said Bob Jordan, co-chairman of International Demographics Inc., Houston, which produces The Media Audit. Two percent is relatively high, since at least 15 to 20 stations compete for listeners in most areas.


Broadcast Web sites grab only 4 percent of their markets and newspaper Web sites attract 10 percent of their markets' adults, Jordan added. "The radio market is much more fragmented than that of TV broadcasts or newspapers," he said.


At the same time, only about 170 of 3,100 radio stations captured more than 1 percent of their immediate markets.


The most successful stations included WNNX-FM, Atlanta; KMJX-FM, Little Rock, AR; WEGR-FM, Memphis, TN; WIVK-FM, Knoxville, TN; KFMB-FM, San Diego; and WTKS-FM, Orlando, FL.


The most popular format was album rock, followed by classic rock. None of the top 23 stations had contemporary, alternative, black gospel, ethnic, easy listening, classical, oldies or jazz formats, according to The Media Audit.


"The only meaning we could attempt to glean ... is that radio formats that generally attract younger audiences were more successful on the Web than formats that generally attract older audiences," Jordan said.


The audit affects marketers' decisions about how to divvy up their online and offline advertising budgets. On Web radio, brands can be marketed both within the streaming broadcast and on the station's site.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above