• by February 5, 2001

MeasureCast today released its January Internet Radio Report, which shows that the total time spent listening (TTSL) to online broadcasters tracked by MeasureCast increased 16% from December 2000.

"It is encouraging to see that more people are discovering and taking advantage of Internet radio," said MeasureCast CEO Edward Hardy. "Advertisers and ad agencies are realizing the branding power of streaming media. No other medium allows advertisers to deliver their messages to a well educated and affluent demographic during daytime hours." The January report shows that 83% of Internet radio listening took place between 5 a.m. and 5 p.m. PST.

Of the top 50 stations, 38 experienced higher TTSL, and 35 stations enjoyed a higher "Cume," meaning more people tuned in to those Webcasts in January than in December. ("Cume Persons" is an estimate of the total number of unique listeners who had one or more listening sessions lasting five minutes or longer during the reported time period.) Stations with significant increases in audience size and TTSL included: Mega 92.3/KCMG-FM (CyberAxis) with a 194% increase in Cume and a 290% increase in TTSL; and Christian Pirate Radio, an Internet-only station, with a 202% rise in Cume and a 222% increase in TTSL.

MeasureCast says Internet radio stations tracked by MeasureCast continue to attract more men (72%) than women (28%) and the number of listeners in the 13-17 year old age group decreased from 8% to 4%. Overall, 18-44 year olds increased to 71% of the streaming media audience, up from 67% in December. Eighteen percent of Internet radio listeners are 18-24 year olds, and 26% are 24-34 year olds.

The report also states that listening in the West rose from 26% of the population to 32% as a result of the increase in Internet radio listeners in California, where the percentage of "streamers" rose from 13% to 17%.

Additionally, 83% of Internet radio listening took place between 5 a.m. and 5 p.m. PST, with the peak listening hour for Internet radio was 11 a.m. PST, 2 p.m. EST. The states with the most Internet radio listeners are California, followed by Texas, and Florida and New York, which shared third place. The most popular format was Talk; followed by News/Talk; Classic Rock; and Listener Formatted.