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- I'd like to share
some good news from the online radio front about the internet
radio. According to comScore Media Metrix, 42.2 million people
visited online sites in the Entertainment-Radio category in July
2005. That's a whopping 88% increase from a year ago. Batanga's
own June 2005 ABC Interactive audit of over 1.4 million monthly
uniques proves what we've been saying all along. If you're looking
for an opportunity to reach US Hispanics, look for Batanga.
By comScore Media
Metrix August 2005
comScore Media Metrix examines the increasing popularity of
internet radio sites.
While the popularity of personal music players such as Apple's
iPod has received a great deal of press and music downloads are
occurring at unprecedented rates, online radio sites continue to
hold their ground as some of the internet's most popular audio
offerings. In July 2005, 42.2 million people visited sites in the
Entertainment - Radio category, according to comScore Media Metrix.
This represents an 88 percent increase in traffic from July 2004.
Online radio sites
tend to be more popular among Generation Xers. Males and females
between the ages of 35 and 44 were 16 percent more likely than the
average internet user to visit online radio sites. Younger females
are somewhat an exception to this rule, with those between the
ages of 15 and 20 proving 10 percent more likely than the average
internet user to visit online radio sites in July 2005.
Naturally, the penetration of broadband connections in U.S. homes
has helped spur the growth of online radio. In July, those with
broadband connections at home were 11 percent more likely than the
average internet user to visit online radio sites.
Loyal listeners to traditional stations have come to expect an
online presence from these stations, while also taking advantage
of the opportunity to visit the sites of stations in other
markets. Much of this demand has come from those in the working
world who use online radio to break the silence of their offices,
with many office workers unable to clearly connect with their
favorite stations through the concrete and steel of their
buildings. Indeed, work traffic to online radio sites reached 13.1
million unique visitors in July 2005.
The popularity of online radio sites underscores the use of the
internet as an increasingly common destination for consumers of
all media. For advertisers, these sites represent an opportunity
to reach a rapidly expanding consumer base -- now more than 42
million consumers strong -- who use these sites each month.
