Commentary
Radio On The Web Making Gains
- by Jack Loechner , Staff Writer @mp_research, November 9, 2007
Radio On The Web Making Gains
According to The Media Audit, their study conducted between fall 2006 through spring 2007 in 88 local U.S. markets, measuring adults who visited a local radio web site in the past 30 days, finds that Entercom Radio in Buffalo, New York ranks as the second highest radio web site group behind Cincinnati Clear Channel with an 8.5% reach with adults 18+, followed by:
- Clear Channel Radio in Lexington, Kentucky (8.2%),
- Clear Channel Radio in Tampa-St. Petersburg, Florida (7.7%)
- Clear Channel Radio in Houston, Texas (7.6%).
Among the top five local radio groups, the largest increase was observed with Clear Channel in Lexington, where unique monthly web site visitors increased by 163%.
According to a press release issued by The Media Audit earlier this month, nearly one in five online users now visit a local radio station web site in a typical month, representing more than 18 million adults.
A year-over-year analysis also reveals that 21 local radio station clusters achieved or exceeded a 6% market reach with their aggregated web sites, more than double that of the previous year when only 9 local radio station clusters reached or exceeded the same market share.
Clear Channel Radio in Cincinnati, Ohio ranks as the top local radio web site group with a 9.1% reach with adults 18+, or more than 140,000 unique radio web site visitors in a typical month. WDCG-FM in Raleigh-Durham, North Carolina with a 5.6% reach with adults 18+ or 59,900 unique monthly web site visitors has the highest reach with adults18+. KROQ-FM in Los Angeles with 307,900 unique monthly web site visitors had the greatest number of unique monthly web site visitors
Top 20 Radio Web Site Groups | |||||
Media | Persons | 2006/07 Rating | Persons | 2005/06 Rating | Year over Year % Change |
Cincinnati, OH Clear Channel | 140,000 | 9.1 | 98,800 | 6.5 | 41.7% |
Buffalo, NY Entercom Radio | 74,900 | 8.5 | 60,600 | 6.8 | 23.6% |
Lexington, KY Clear Channel | 32,900 | 8.2 | 12,500 | 3.2 | 163.2% |
Tampa-St. Petersburg, FL Clear Channel | 162,200 | 7.7 | 172,100 | 8.4 | -5.7% |
Houston, TX Clear Channel | 293,100 | 7.6 | 188,300 | 4.9 | 55.6% |
Seattle-Tacoma, WA Entercom Radio | 222,400 | 7.5 | 140,200 | 4.8 | 58.6% |
Pittsburgh, PA Clear Channel | 137,000 | 7.5 | 87,400 | 4.8 | 56.8% |
Albuquerque, NM Clear Channel | 40,500 | 6.9 | 30,000 | 5.2 | 35.0% |
Columbus, OH Wilks Broadcasting | 85,500 | 6.7 | 20,300 | 1.6 | 321.1% |
Memphis, TN Entercom Radio | 61,600 | 6.5 | n/a | n/a | n/a |
Toledo, OH Clear Channel | 30,000 | 6.5 | 14,700 | 3.2 | 104.0% |
New Orleans, LA Clear Channel | 49,700 | 6.4 | 18,200 | 2.5 | 173.0% |
Los Angeles, CA Clear Channel | 604,600 | 6.3 | 402,900 | 4.2 | 50.0% |
Denver, CO Clear Channel | 122,200 | 6.3 | 129,900 | 6.7 | -5.9% |
Raleigh-Durham, NC Clear Channel | 67,000 | 6.2 | 38,900 | 3.8 | 72.2% |
Orlando, FL Clear Channel | 79,100 | 6.1 | 68,200 | 5.4 | 15.9% |
Orlando, FL Cox Radio | 78,900 | 6.1 | 42,600 | 3.4 | 85.2% |
Grand Rapids, MI Clear Channel | 38,100 | 6.1 | 31,900 | 5.1 | 19.4% |
Columbia-J. City, MO Zimmer Radio | 10,300 | 6.1 | 8,500 | 5.0 | 21.2% |
Minneapolis-St. Paul, MN Clear Channel | 143,100 | 6.0 | 185,500 | 7.8 | -22.9% |
Source: The Media Audit Fall 2006 through Spring 2007 Surveys | |||||
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.