Radio Web Sites Increasing in Popularity

Anthony Wayne    Dating, media     radio web sites, stats

Radio stations are pushing its web sites more lately.  And, it seems to be paying off for them.

Online Dating for Radio Web Sites

According to The Media Audit, 17.7% of all US adults have visited a radio station web site in the past month.  That’s a 38% increase in the past three years, as in 2006, only 12.8% had visited a radio station web site.

The study indicates that the radio web site industry has 25 million monthly unique visitors in just the 80 markets that study measured.

As for the demographics, 3/4 of radio web site visitors are considered heavy or moderate listeners.  Such a listener spends almost three hours per day with radio on average.

Advertisers could do well by advertising on a radio station web site.  36.7% of radio web site visitors make 12 or more online purchases in a typical year.  Of heavy radio listeners, 61% made 12 or more online purchases per year.

Listeners to adult alternative radio stations are the heaviest users of the radio station web site.  Here are the amount of listeners that have visited a radio station web site by format:

• Adult Alternative – 33.8%
• Modern Rock – 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 – 25.0
• Top 40 – 24.4

Top markets for radio station web site visitors include Minneapolis-St. Paul, Orlando, San Jose, San Francisco, and Seattle-Tacoma.

One product that can greatly increase the visits to a radio station web site is an online dating site.  An online dating site that is linked from your radio station web site can bring new visitors and give repeat visitors a reason to come back.

(Source — THE MEDIA AUDIT National Radio Format Report)

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