Tag Archives: audience

Internet Radio Audience Data for October

On the heels of their unpopular announcements last week regarding some changes in audience measurement practices, AndoMedia has released rankers of October listening to its universe of stations.

In its release, AndoMedia highlights the fact that for the participating stations on this ranker, there is an average 1.05 million people listening to streams during the Monday-Friday 6a-8p daypart. This is not be confused with unique audience. They also note that pure play stations (brands that are only online) saw an average of 7.2% audience growth, while broadcast streams saw 4.1% growth.

The main purpose of rankers is to compare the performance of different stations. This is difficult to do since some stations appear only on the domestic ranker (Clear Channel, Pandora), while other stations appear on both, and some appear only on the All Streams Ranker.

Pandora takes the lead on the domestic ranker as the most listened to station with close to 172,494 average active sessions, not counting their mobile listening. That beats all of CBSRadio on the domestic ranker, and all of Clear Channel on the All Streams Ranker. Katz Online, the only sales network on the ranker, has 281,000 average active sessions.

AndoMedia October 2009 Mon-Sun 61-mid All Streams

Note that neither Pandora or Clear Channel appear in the ranker above because they choose to appear only on the domestic ranker. I’m featuring this one because the domestic ranker leaves off a long list of pure play stations that did not opt out of that ranker, but cannot provide the data necessary for inclusion. Since they had no choice, but Pandora and Clear Channel do, I think using the All Streams ranker is the fairest thing for me to do. I’m still hoping for a better solution in the future….

Internet Radio’s growing audience

According to a new study of radio listenership released by American Media Services, Internet radio’s audience is growing. The percentage of respondents who had listened to Internet radio in the past week was 39% up from 23% six months ago. Another 23% of the respondents had listened in the past month. That’s 62% combined who have listened to Internet radio in the last month.

American Media Services study

American Media Services study

The majority of respondents listened to Internet-only stations as opposed to stations playing the same thing as on the radio. When asked what would make them want to listen to Internet radio more, the top 3 items mentioned were more music, fewer commercials, and greater selection. This would be an indicator to stations that a diverse offering of music could serve to broaden their reach. Broadcasters looking for they key to success online would be wise to offer streams that expand and extend their brand while offering something different than what is available on the broadcast station.

Like so many internet based media offerings, Internet radio will succeed as a “long tail” medium, where listeners are dispersed among a wide variety of channels.

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