Streamies Say Commercials Are a Fair Price To Pay For Free Web Content
Sep 22, 2000, 11:16 AM
More than two-thirds of "streamies" agree that advertising is a fair price to pay for free website content, according to a new Arbitron/Edison Media Research Internet Study released at the National Association of Broadcasters Conference. This study found that a core strength of Internet advertising is its ability to enable quick purchases with almost half (47%) of those online and more than half (5%) of streamies identifying the Internet as the medium that "allows you to make a quick purchase." Consumers pay more attention to online video and audio ads than they do to banner ads. Nearly 60% of those who have seen an online video ad say they pay attention to video ads; 46% of those who have heard an online advertisement pay attention to audio ads and 41% say they pay attention to banner ads. The study also found that listening to radio stations online more than tripled in two years, from six percent - or 14 million Americans - in 1998, to 20% - or 45 million Americans - in 2000. Also, Internet-only audio channels are challenging radio stations online for listeners on the Internet. One-fifth of Americans have tuned to radio stations online versus 13% who have now tuned to Internet-only audio channels. Streamies are an ideal online target for advertisers according to the study. Compared to non-streamies, online listeners and viewers of streaming media are 50% more likely to have been online three or more years; they spend twice the time online daily; and they are 70% more likely to have bought online. "This study provides rich evidence of why Webcast advertising is poised to take off," said Bill Rose, VP and general manager, Arbitron Internet Information Services. "Consumers are using streaming media in growing numbers. They say they are ready to accept webcast advertising in exchange for free programming and streamies are a highly valuable and influential target for advertisers."