iHeartMedia Disagrees With Edison Research On The Growth Of iHeartRadio
January 7, 2015 at 8:02 AM (PT)
YESTERDAY (NET NEWS 1/6), ALL ACCESS reported that EDISON RESEARCH Pres. LARRY ROSIN had taken to the company blog and written, "I look forward each month to the release of TRITON DIGITAL’s streaming audio statistics. I started to notice something a while ago and for whatever reason seems not to have gotten attention -- iHEARTRADIO has simply stopped growing."
iHEARTMEDIA EVP/Chief Communications Officer WENDY GOLDBERG took exception to ROSIN's take, and explained to ALL ACCESS, "the blog you posted about EDISON’s take on iHEARTRADIO’s growth shows one thing in particular: That EDISON simply doesn’t understand consumers. For consumers, digital listening isn’t a discrete or different activity; the smartphone is just a portable radio to be used along with the car radio, the kitchen radio, the clock radio and the office radio. We don’t think of the office radio as its own unique listening -- and nor should we for the smartphone. What makes more sense to discuss is ‘total listening,’ which would combine total digital listening with broadcast radio listening to represent all platforms consumers are using."
GOLDBERG continued, "on the digital front, objective third-party measurement makes clear that iHEARTMEDIA continues to expand its strong digital presence. Digital monthly uniques for the iHEARTMEDIA DIGITAL NETWORK grew 61% year to date, which is even more impressive given that 92% of listening in AMERICA happens on AM/FM broadcast radio -- and digital listening is additive for us. And in reality, a metric like ‘Average Active Sessions’ is not useful -- for the simple reason that nobody knows whether the length of the session is five seconds or five minutes, or the reasons behind starting a new session. More station starts could simply mean less consumer satisfaction -- or lower quality due to technical problems. When discussing consumer listening, it’s helpful to have a full understanding of consumers’ actual audio behavior."