Media Audit: Male And Adult Formats Drive Website Visits
September 21, 2007 at 5:32 AM (PT)
Male-oriented radio programming and formats with an upper-income skew tend to be common denominator for the top-15 formats driving traffic to radio websites. The top three-formats are Modern Rock, AAA and Sports. These findings come from a study of media websites released by THE MEDIA AUDIT. The telephone study of 118,211 randomly selected adults in 88 markets was conducted between JANUARY, 2006 and APRIL, 2007.
"The perception is that younger people are so oriented to the Internet that we expected to see younger-oriented formats dominating the list of top radio website visitors. However, that isn’t the case," said Pres. BOB JORDAN. Four younger (18-34) formats (Modern Rock, Rock, Top 40/Mainstream and Top 40/Rhythmic) were evenly spread across the top-15 formats for radio web visitors. Three older skewing formats (55+ demo) Talk, News/Talk and Classical were also spread across the top-15 formats.
The perception is that younger people are so oriented to the Internet that we expected to see younger-oriented formats dominating the list of top radio website visitors. However, that isnâ??t the case.
"When you look at the Internet penetration, it makes sense," continued JORDAN. "81% of 18-34s are online and 80% of 35-54 year-olds are also online."
"An age demographic analysis shows that the Internet is very much integrated into the lifestyle of the majority of the population," notes Research Chief JIM HIGGENBOTHAM. "It isn’t until you get into the 65 to 74 and 75+ demographics that Internet use tails off. Since most formats are targeted under-75, it makes sense that it would be a cross-section of formats that make the top-15 list for going to radio websites."