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BizReport : Advertising : April 22, 2009

Internet radio making waves

The online radio airwaves have been hotting up recently with reports of big increases in audience size and growth in revenues. This month, Internet radio ad company TargetSpot announced partnerships with ten new networks.

by Helen Leggatt

Although Internet radio has been around for around 15 years, it remains a niche medium with around 10,000 stations compared to 44,000 traditional stations across the globe.

Despite this, online radio will reach 17% of Americans over the age of 12 this year, up from just 8% in 2005 and 13% in 2008, according to Arbitron's recently released report entitled "Infinite Dial 2009".

The introduction of WiFi radios, which will give portability to online radio, will be a major driver of uptake, predicts Deloitte.

And, as more consumers tune in to online radio stations, their worth to advertisers rises. TargetSpot, one of the U.S.'s largest Internet radio advertising companies, has seen a greater interest from networks and has just announced partnerships with 10 new networks and stations in regions throughout the country.

"We are glad to continue to expand our network and offer stations the best possible platform to monetize their internet radio stream," said TargetSpot CEO Doug Perlson. "By now, radio stations are well aware of the value of their internet radio inventory, and are happy to find a great solution. This latest collection of stations shows the breadth of our network, from one of the top shows in the country to regional powerhouses to online-only players."

Tags: advertising, Arbitron, Deloitte, Infinite Dial 2009, Internet radio, online radio, radio network, TargetSpot, WiFi radio

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  • Of course, time is needed for the internet radio to be thoroughly available for everyone. Especially middle-aged people prefer the traditional radio, and don't want strong changes. But, anyhow, internet radio, is having great progress each year. And every new partnership is great for the listeners, for us:-)



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