Study Shows Radio Websites Good For Politicians
September 19, 2007 at 5:23 AM (PT)
At a time when political candidates are looking for every edge they can find to motivate voters, radio websites could be a good place to start. This observation comes from a study conducted by THE MEDIA AUDIT which interviewed 118,211 randomly selected adults in 88 markets across the nation. The telephone survey was completed between JANUARY, 2006 and APRIL, 2007.
"Radio stations have a great opportunity to boost their political revenues by aggressively selling their websites in addition to selling their air time," said MEDIA AUGIT Pres.BOB JORDAN. "Nearly 70% of radio website visitors are active voters compared to approximately 60% for the general market. That’s a 15% advantage with radio websites."
"There is good reason for the solid strength of radio websites," commented Research Chief JIM HIGGENBOTHAM. "It starts with the foundation that nearly 75% of adults are Internet users and nearly two-thirds of those Internet users are active voters. Compared to the general market, Internet visitors are 8% more likely to vote. The important thing for radio is that the 17.6% of adult online visitors who go to radio websites are even more active voters than the average adult visitor to the Internet."