US terrestrial radio operators experienced a 5% sequential increase in unique visitors to their websites in August, according to the JPMorgan & Co Internet Radio Scorecard.
The report shows that internet radio operators were down 3.5% during the month, with unique visitors on internet radio operators’ sites increasing 1.5% each month since August 2005.
Meanwhile, unique visitors on terrestrial radio operators sites have increased 6% each month over the same period.
Terrestrial radio operators’ share of unique visitors to internet radio in August was 32%, up from 18% in July 2005 and from 30% in July 2006.
The growth comes despite the fact that overall the internet radio audience was down 1% sequentially in August 2006.
According to the research, unique visitors to internet radio sites declined 0.9% sequentially in August to 54.8 million unique visitors.
John Blackledge, JPMorgan & Co analyst, said: “We believe the terrestrial radio operators will continue to invest in online initiatives, which over time could supplement expected audience declines from their traditional radio audience.”
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