Archive for November 17, 2008
Internet radio listener profile from Arbitron PPM data
Arbitron recently released PPM data for October that contains some interesting information on streaming. 
Arbitron’s PPM measurement in ten markets picked up listening of at least one average quarter hour for 233 encoded stations. Here’s a breakdown of that – PPM measures AM/FM/HD stations (only) that are encoding their streams for such measurement. In the ten markets that they are currently measuring with PPM technology, a total of 233 stations were eligible for measurement because they logged at least one AQH.
That info is about the same as the info Arbitron released on PPM measurement of streaming stations last month. But this month they provide some additional info which begins to show some useful and interesting trends. For example, this chart from Arbitron’s site shows the share of PPM measured listening that is attributed to listening to streams. It’s important to note that these shares only recognize listening to AM/FM/HD encoded streams, and do not include listening to web-only streams, or streams that are not encoding for PPM pickup.
In several markets, PPM measured streaming is accounting for 1% or slightly more of the total listening that they are measuring.
Arbitron’s noted some other interesting information from their research as well: 74% of listening to PPM measured streaming occurs away from home; most listeners are employed full time, most listeners are 25-54, and listeners are likely to be college graduates. Again, this reinforces what we already know from earlier Arbitron studies and elsewhere.
Format related information provided shows that 15.8% of their measured listening in this period was to Adult Contemporary formats, followed closely by 14.9% to News Talk Formats - again underscoring the adult nature of the audience. It will be interesting to see if the dominance of those formats, News/Talk in particular, continues post-election.
While this info is limited to broadcasters streams, it’s great to have additional information that helps provide a clearer snapshot of online radio listeners and the penetration of listening in the top markets that are currently being measured.
