Radio is reaching out through the web

Radio is beginning to find a new foothold on the web. According to a recent report from The Media Audit, nearly one in five surfers (more than 18 million) visited a local radio station website.

by Kristina Knight

For the report, The Media Audit tracked usage from fall 2006 through spring 2007 in 88 US radio markets.

Year over year, 21 different radio markets showed stations with a 6% or higher market reach during the reporting period; that is more than twice the number of stations who achieved the same market reach in the prior year.

Does this make radio websites a good place for local and online marketers to advertise? When the demographic accounting for most online radio hits is taken in to account, yes, local radio websites are a good advertising investment.

According to another report from The Media Audit, programming geared to men and affluent households is the programming most likely to attract an online audience.

The report found men with household incomes over $100,000 were most likely to log on to a radio station website. Modern/New Rock, Adult Alternative, Sports, Rock (current/oldie) and Jazz formats were most likely to attract an online visitor. Most male visitors were from the 18-34 and 35-55 age groups.