Do you know what the daily online listener peak hours are vs. traditional morning/afternoon drive?
Did you realize that online listeners have a much higher ‘dwell time’?
That’s right. The online listener spends far more time listening than the traditional listener, as we spend much more time at the workplace than we do in the car . . and, they listen at a totally different time of the day as well. Peak hours for online listeners are late morning and early to mid-afternoon.
If you are not employing the proper tools to reach those listeners, you risk losing out on a lot of business from the fastest-growing segment of the listener population. As forecasted by the latest Arbitron Infinite Dial 2009 Report, the online listener population is slated to continue to grow through 2012.
You must learn how to:
Did you realize that online listeners have a much higher ‘dwell time’?
That’s right. The online listener spends far more time listening than the traditional listener, as we spend much more time at the workplace than we do in the car . . and, they listen at a totally different time of the day as well. Peak hours for online listeners are late morning and early to mid-afternoon.
If you are not employing the proper tools to reach those listeners, you risk losing out on a lot of business from the fastest-growing segment of the listener population. As forecasted by the latest Arbitron Infinite Dial 2009 Report, the online listener population is slated to continue to grow through 2012.
You must learn how to:
-Reach listeners with your media players
-Expand your market reach
-Create a value-added benefit to your terrestrial listeners
-Create new ‘real estate’ for you to add to your sales arsenal
-Develop additional revenue streams
Being able to expand market reach, along with the items above, requires that you consider streaming your station online. If the online listener population is projected to grow in the next few years it's important to get ahead of the game and establish your online streaming presence.
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Press Release
Number of online radios grows rapidly:
currently about 2,000 in Germany
* New online radio report published by Goldmedia
* Five-fold increase in online radio offerings since 2006
* 4/5 broadcast exclusively online, 1/5 are live streams by FM radio stations
* Forecast for 2013: about 21m German online radio users per day
* Average daily use of online radio at the end of 2008: 73 minutes
* High marketing potential despite absence of uniform “currency” for advertising
Berlin, Munich, 23. July 2009. The number of German online radio stations has sharply risen in the past years. By April 2009, there were 1,914 online radios. By the end of 2009, the number will increase to approx. 2,200 – a five-fold increase in stations since 2006 (when there were around 450). Nearly four fifths of German online radio stations are available only on the internet. The others are live streams of FM radio stations (so called simulcast streams). Online radio presents significant opportunities for FM stations. They can extend their scope and obtain completely new target groups through specialised web offerings. By now, over 120 online channels from FM radio stations exist in Germany.
With the publication of “Webradio Monitor 2009”, the Bavarian regulatory authority for commercial broadcasting / BLM and Berlin strategy consultant Goldmedia present a comprehensive market overview of providers, use, scope, and ad revenue among German online radios. The study is based upon extensive primary data research, through surveys of all online radio providers in Germany, conducted from May to June of 2009.
Based upon a large, representative sample of German online radios, Goldmedia estimated that they had 7.5 million users per day at the end of 2008. Through massive growth of broadband internet and an increasing number of online radio offerings, the user level will climb to about 21 million by 2013. As this takes place, online radio will win increasing attractiveness for the ad industry. However, standardised performance data to confirm ad effectiveness and document the market situation is still missing.
The current scope of online radios varies significantly, demonstrating the growth potential of the online radio market. According to Goldmedia analyses, the streams of the local FM radio stations reach up to 8,000 users daily, and the state-wide broadcasters reach up to 125,000, depending on how well known they are. Highly successful online-only streams are accessed up to 500,000 times daily.
Based on provider responses, online radios are listened to for an average of 73 minutes per day. At 91 minutes, the simulcast streams of FM broadcasters have a distinctly longer use per day than online-only channels, which average 64 minutes. The online radio providers surveyed expect an average daily use of 147 minutes by 2012 and a stronger alignment of usage behaviour for online-only offers and for FM radio streams.
Press Contact for Goldmedia GmbH
Dr. Katrin Penzel, Tel: +49-30-246 266-0, Katrin.Penzel@Goldmedia.de
Further information and graphics can be downloaded here: www.Goldmedia.de
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