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BizReport : Advertising : April 02, 2008
Online radio audience becomes social
Americans from pre-teens to adults are logging on to online radio stations, which means that marketers have another niche to investigate when it comes to online campaigns. Whether the stations are privately owned or streaming from local stations, more users means a bigger campaign ROI.
Just over 33 million users are logging on to radio websites; up from 29 million in 2007. The question is how to attract the users listening online. A study from Arbitron and Edison Media Research indicates that marketers may not need to look any further than social networks. That is because more than 60% of online radio listeners have social networking profiles.
Nearly 33% of those users log on to their social hub daily, with most using either MySpace or LinkedIn.
"We found that Online radio listeners are more than one and half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users," said Diane Williams, senior analyst, custom research for Arbitron.
The correlation between online radio listeners and social networks is interested. This could be another way to advertise on a cross-platform basis. Using display ads on a radio station website to drive traffic to a branded micro-site in a social network or even sponsoring programming and pushing traffic in that manner could appeal to these social users.
Tags: advertising, online radio, social networks, streaming radio
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Comments
I agree with the article! Look at the recent news about Blog Talk Radio! BTR allows the listener/social networker to host a radio show. Which is essentially 'blogging out loud' to your audience. Adrienne Zurub http://adriennezurub.typepad.com (And yes, I am not only a host on blogtalkradio.com, I have many social network profiles as well)
Posted by: Adrienne Zurub on April 2, 2008 20:28