Study Shows Radio Websites Have Impact On Station Reach
January 31, 2007 at 3:52 PM (PT)
New analysis from THE MEDIA AUDIT shows that radio station websites, when aggregated, are beginning to have an impact as far as increasing the overall reach of a radio station cluster in a local market. The study, conducted among 84 U.S. markets between SPRING 2005 and WINTER 2006, aggregates data on radio websites visited in the past month for each market and calculates the unduplicated net reach of the radio station cluster and its related websites.
According to the study, 12% of adults in DAYTONA BEACH, FL visited a CLEAR CHANNEL radio station website in the past 30 days, ranking the cluster as the highest-rated radio website cluster in the country. While CLEAR CHANNEL does not have radio stations that originate from DAYTONA BEACH, the
radio websites visited originate from neighboring ORLANDO. The study found that 23.1% of adults in DAYTONA BEACH listen to a CLEAR CHANNEL radio station "most often"; when that figure is added to the website audience, the cluster reaches 27% of adults in the market. The incremental reach of the website is nearly 18,000 adults.
Selling radio websites is an important part of our business. As a result, radio stations are exploring the Internet space and experimenting with ways to monetize it.
Other top radio station website clusters include CLEAR CHANNEL/TAMPA (8.4% of adults visited a CLEAR CHANNEL radio station website in this market in the past 30 days), CLEAR CHANNEL/MINNEAPOLIS (7.8%), ENTERCOM/BUFFALO (6.8%), and CLEAR CHANNEL/DENVER (6.7%).
"Selling radio websites is an important part of our business," said RAB Pres. JEFF HALEY. "As a result, radio stations are exploring the Internet space and experimenting with ways to monetize it."
In larger markets, the incremental reach of the radio station website can be even more significant. In NEW YORK, 888,000 adults listen to an EMMIS-owned station "most often," while more than 345,000 have visited an EMMIS radio station website in the past 30 days. The resulting increase in total audience size is more than 200,000 adults.
In LOS ANGELES, nearly 1.7 million adults listen to a CBS radio station "most often," while 418,000 have visited a CBS radio station website in the past 30 days. The resulting increase in total audience size is nearly 137,000 adults.
And in CHICAGO, BONNEVILLE's three-station cluster increases in audience size by more than 92,000 adults when the station's website audience is added to the number who listen "most often" to a station in the cluster.