TargetSpot Unveils Internet Radio Research Study Results
April 11, 2011 at 11:13 AM (PT)
At the RAIN SUMMIT in LAS VEGAS, being held across the street from the NAB SHOW at the RENAISSANCE LAS VEGAS hotel, Internet radio advertising company TARGETSPOT CEO EYAL GOLDWERGER unveiled new research showing the company's latest findings about Internet radio.
Among the company's findings is that adding Internet radio advertising to a broadcast radio campaign increases ad response 3.5 times, while adding Internet radio to other Internet advertising boosts response 2 times; 52% of respondents said they recalled Internet radio ads from the past 30 days; and 42% said they actually responded to the ads.
In addition, 59% of Internet radio listeners said that they are listening as much to broadcast radio now as in the previous year. GOLDWERGER said that Internet listeners tend to listen more to broadcast radio. Surprisingly, 79% said that they listen at home on their computers, while 52% listen on their computers at work. He said that the Internet listening day is 10a-10p but that broadcast radio "still owns the drive time." 80% of respondents said they listen to one to three hours per day of Internet radio, with 45% listening on mobile devices.
Respondents tended to listen to the same kind of things they listen to on broadcast radio, but 73% said they change stations multiple times a day, and 50% of their time is spent actively seeking content on other station. 48% listen based on type of content rather than location.
The full results will be released to the public on TUESDAY (4/12).