Bridge Ratings: Music Radioâ€™s Killer Internet Strategy
February 10, 2015 at 4:22 AM (PT)
In a new study, BRIDGE RATINGS asks, "When it comes to Internet radio offerings of broadcast music radio, how do listeners feel about current online streaming simulcasts? Would listeners prefer alternatives to the simulcasting of the broadcast content?"
The study conducted during the month of JANUARY 2015 suggests that there is a significant upside for broadcast radio to offer content offerings on the Internet that differ from their on-air broadcasts. Upsides include:
- Increased usage of the Internet radio streams by current listeners
- Increased awareness and usage of unique streams by new listeners
- High conversion rates of new Internet listeners to brand champions of the broadcast platform
- Increased revenue
BRIDGE RATINGS built alternate Internet radio versions of these radio stations. The alternate versions enabled the listener to customize their experience by adjusting the music served to them by percentage of music types and eras within the scope of that which was being offered by the broadcast brand. The custom stations included audio branding and no personalities. The custom stations also included reduced commercial content of six 15-second commercials per hour with no more than two commercials in any break.
BRIDGE explains, "for example, the Top 40 customizable Internet station allowed listeners to increase or decrease the percentage of current material, recurrent material and gold during any one listening session The customized stream was branded to the broadcast station. This was important because by branding the customizable Internet radio station to its FM 'counterpart' we were able to measure the brand's value which tended to be enhanced due to the personalized streamed listening experience."
250 P-1 (primary) listeners to each station were used for this study for a total of 500 listeners for each format and a total sample of 1,500. The sample was given access to the customizable internet radio stations for seven days and could listen whenever, wherever and for how long they wanted.
Details of the study are available here.