Study: Net Ad Load Less Than 3 Minutes Per Hour
February 20, 2015 at 3:26 AM (PT)
XAPP MEDIA has released an Internet Radio Ad Load Report for the Holiday 2014 period, which found that Internet radio services are running two to three minutes of ads per hour, yet to increase their profit margins, they'll have to raise ad rates.
Over 101 advertisers were identified in the data capture. Specifically:
- The Average Ad Load Per Hour: 2.69 minutes
- The Average Number of Ad Units Per Hour 6.45
- Percentage of 30-Second Ads: 77%
- Number of Identified Advertisers Per Month: 29-57
The average ad load of 2.69 minutes/hour is less than one-third of the hourly ad time that broadcast radio serves to its listeners today.
There is also a strong bias toward the traditional 30-second ad format, although the services differ on whether and how often they serve ad blocks as opposed to single ads. Also, the seasonal trend is evident in the results showing a rise between NOVEMBER and DECEMBER followed by a decline in JANUARY.
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