Internet Radio for MarketersUnderstanding a new era of music listening

Remy Wainfeld

Intern, Digital Integration & Innovation

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Growth of Online Radio

2001 2006 2011

5%

12%

22%

% of people who have listened to online radio within the past week

*US population, ages 12+

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Internet-Only Radio versus Online Radio

Online Radio

Internet-only radio stations

AM/FM broadcast streams

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Internet Radio

How do people listen to internet radio?

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Listening Platforms

96% listen on a desktop/laptop

computer

15% listen on a tablet

45% listen on a mobile/

smartphone

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Browser Platforms

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Application Platforms

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Mobile Platforms

Who listens to internet radio?

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Listenership’s Demographics

12-1710%

18-24

15%

25-34

27%

35-44

16%

45-54

20%

55-64

10%

65+2%

Female45%

Male55%

By Gender By Age Group

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Meet Michael

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Meet Lauren

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Listeners are Influencers

• I tell my friends, family, or co-workers about new products or services that I’m happy with.64%

• My friends, family, or co-workers ask me for advice on the latest technology.51%

• My friends, family, or co-workers usually want my opinion on what type of products they should buy.46%

• My friends, family, or co-workers come to me for recommendations on restaurants, travel, etc.44%

• I maintain and update a personal or work-related blog on a regular basis.25%

How do listeners interact with internet radio?

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Listening Behaviors

Click on ads

Always try new internet radio stations

Often look at the media player to see the name of the song/artist

Don't keep player minimized throughout listening session

Listen to different stations based on my mood

28%

34%

46%

59%

61%

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Social Behaviors

Link profile to social networks

Look at what others are listening to

Review station recommendation lists

Recommend a station, artist/band, or song

Rate songs

29%

32%

35%

38%

42%

How can marketers take advantage of this platform?

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Audio Ads

• :15, :30, or :60 second spots

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Synched Banner

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Pre-Roll Audio/Video

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In-Player

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Increased Customer Engagement

52% of people recall and internet-radio ad

40% of people respond to an internet-radio ad

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Costumer Engagement Comparison

Called for information

Sent email/text to company

Became a fan on a social network site

Purchased product/service online

Purchased product/service-retail store

Searched for more information online

Visited advertiser's website

5%

5%

6%

8%

10%

15%

18%

1%

1%

1%

3%

4%

8%

11%

Internet users Online radio listeners

*US population, ages 18+

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Targeted Advertising

• Registration data• IP targeting

Geographic

• Registration data• Type of audio content

that the internet-only radio station delivers

Demographic/

Contextual

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Metrics

Average Quarter Hour (AQH)• The average number of persons listening to a particular station for at least five

minutes during a 15-minute period

Average Active Sessions (AAS)• The average number of streams of one minute or longer that are active within a time

period

Session Starts (SS)• The number of streams of one minute or longer that are started within a time period

Average Time Spent Listening (ATSL)• The average number of hours for each session lasting longer than one minute within a

time period

TSL (Time Spent Listening)• The amount of Time Spent Listening before changing the station/stream or closing the

online audio program

Unique listeners

Ad impressions and Interactions

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Key Takeaways

• Internet radio is rapidly growing in popularity• Listeners access internet radio from multiple platforms –

marketers can engage listeners across a variety of contexts.

• Internet radio provides marketers with an opportunity to engage a younger population.

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Appendix I: Most Popular Internet Radio Music Genres

Modern adult contemporary

Pure pop

Hip-hop/rap

Pop hip-hop

Pop alternative

Mainstream/pop country

Pop R&B

Traditional country

80s pop, rock

60s-70s pop, classic rock

16%

17%

18%

20%

21%

21%

22%

23%

25%

28%

*Experian Simmons, “Fall 2010 Teen/Adult Study,”, ages 18+

Thank you!