Radio Station Website Traffic On The Rise

From Today's Inside Radio:

Surf’s up: radio websites attracting more users.

The percentage of U.S. adults that have visited a radio station’s website in the past month rose to 17.7% in 2010, up from 12.8% in 2006, according to the Media Audit. The study of 80 markets also finds that nearly three-quarters of radio website visitors are considered heavy or moderate listeners, listening to radio for almost three hours per day on average. The findings demonstrate the sales value of station website advertising when bundled with on-air audiences. According to the study, 88% of monthly radio website visitors have made one or more e-commerce purchases in the past year, compared to 63.1% of heavy radio listeners. What’s more, 36.7% of radio website visitors make twelve or more online purchases in a typical year — 61% higher than heavy radio listeners. “Advertisers looking to bolster awareness, online transactions and website traffic could do well by combining radio spots with radio website ads, rather than advertising on radio alone,” the study concludes. The adult alternative format indexes the highest among monthly station website visitors – 33.8% of adult alternative listeners have visited a radio station website in the past month, followed by alternative (31.6%), sports, (29.4%), news/talk (27.1%), rock (26.9%), public radio (25.8%), hot AC (25.8%), classic rock (25.7%), contemporary Christian (25%) and dance CHR (24.4%). The top markets for radio website visitors are Minneapolis-St. Paul (25.4%), Orlando (22.1%), San Jose (21.4%), San Francisco (21.3%) and Seattle-Tacoma (21.3%).

Advertising on the KGO or KSFO websites are a great way to make a deeper connection with upscale Bay Area consumers. KGO and KSFO listeners frequent our websites for information, contests, event updates, news updates and to listen online. With a combined unique audience of over 500,000 visitors any advertiser can effectively tap into this potential customer base. If you would like to develop a custom online program, please contact me.