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Daniel Anstandig,
President/ McVay New Media
Daniel Anstandig is VP/Consultant at McVay Media. His experience includes stints as General Manager, National Program Director, and various on-air stops. Among the clients Daniel has consulted are Clear Channel Radio Interactive , recording artists Jewel and John Tesh, Mental Floss Magazine, The White House Commission on Remembrance, Glencoe-McGraw Hill, Jones-TM, and various AC, Hot AC, and Christian broadcasters around the country. Daniel also serves on the Board of Directors for Radio Conclave.
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Male oriented radio programming and formats with an upper income skew tend to be common denominator for the top 15 formats driving traffic to radio websites. The top three formats are modern rock, adult alternative and sports. These findings come from a study of media websites released by The Media Audit. The telephone study of 118,211 randomly selected adults in 88 markets was conducted between January 2006 and April 2007.
“The perception is that younger people are so oriented to the internet that we expected to see younger oriented formats dominating the list of top radio website visitors. However that isn’t the case” said Bob Jordan President of The Media Audit. Four younger (18-34) formats (modern rock, rock, CHR and Dance CHR) were evenly spread across the top 15 formats for radio web visitors. Three older skewing formats (55+ demo) Talk, News/Talk and Classical were also spread across the top 15 formats.”
“When you look at the internet penetration it makes sense” continued Jordan “81% of 18-34’s are on line and 80% of 35 to 54 year olds are also online.”
“An age demographic analysis shows that the internet is very much integrated into the lifestyle of the majority of the population” notes Jim Higginbotham, The Media Audit research chief. “It isn’t until you get into the 65 to 74 and 75+ demographics that internet use tails off. Since most formats are targeted under 75 it makes sense that it would be a cross section of formats that make the top 15 list for going to radio websites.”
Ten of the top 15 most listened to radio formats (noted in red in table below) make it into the top 15 for proportion of listeners visiting radio websites. Country, the 4th most popular format in the nation, was largest format not to make it into the top 15 for proportion of web visitors.
Over 20% of Country listeners are blue collar workers, which suggests that they have less access to a computer compared to the general population, which in turn suggests that country listeners have less opportunity to go online to a radio station website.
The Media Audit, a 36 year old media and marketing research company, conducts syndicated surveys in 88 cities across the US. The studies are used by more than 1,500 media companies ad agencies and advertisers for the planning, buying and selling of media.
The Media Audit is particularly well known for being the leader in local market internet and multi-media research. In 1995 THE MEDIA AUDIT became the first research company to start surveying local media website use. Over the years this has led THE MEDIA AUDIT to become the standard for newspapers and television stations that sell their websites along with their traditional media. Clients include Advance Internet, Tribune Interactive, Hearst-Argyle Interactive and Monster.com.
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