In order to get the most out of net radio advertising, Arbitron Inc. have launched a new webcast audience measurement service which gathers audience demographics of individual streaming media channels.
The new survey, called Webcast Audience Profile, uses a pop-up survey on webcasters’ sites to gather demographic, socio-economic and Internet usage information. The pop-up technology is unique because the survey does not interrupt the webcast programming or content.
“Being able to offer advertisers our audience profile from an objective, third-party source is vital for both us and the streaming media industry in general,” said Stephen F. Holderman, executive vice president, NetRadio. “Our audience has a high level of disposable income and spends a significant amount of time online. They are less likely to be exposed to print or television advertising during the workday since most tuning occurs in the work place. Arbitron’s Webcast Audience Profile provides powerful and credible evidence that NetRadio reaches a highly desirable consumer target for advertisers.”
Net Radio Stats From Arbitron:
| Listen at work |
55% |
| Are between 18-24 |
73% |
| Are male |
|
| Are from households of 2+ |
52% |
| Have a child under 12 living at home |
29% |
| Live in the US |
74% |
| Graduated from College |
73% |
| Have annual household income of $100,000 |
9% |
| Made 10 or more online purchases last year |
32% |
| Spent $100 or more online last year |
72% |
| Average listening per day |
180 mins |
The Arbitron Webcast Audience Profile for NetRadio was conducted in March and April of 2001 using around 4,000 randomly selected listeners of NetRadio’s online audio channels. Each selected participant received a survey on his or her computer with several quick and easy questions.
