Digital Doing Damage to Radio's Wallet
Despite a small audience, a new emarketer report confirms advertisers are drawn to Internet radio and that's taking money away from radio. The report cites several reasons marketers are drawn to Internet radio, among them: "the appeal of associating a brand with a particular genre or artist; the extent to which internet radio is driven primarily by ads; and the appeal of in-steam audio ads, which are harder to avoid or skip than other forms of digital advertising."
In 2013, the number of US internet radio listeners will grow by 11.1% to 147.3 million. Expansion will continue for the next several years, though rates will taper off to single-digit percentages. eMarketer estimates that internet radio ad spending in the US will reach $970 million in 2013 and grow to $1.31 billion by 2016.
(3/18/2013 11:29:35 PM) |
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(2/15/2013 10:57:43 AM) |
Internet radio is the next step for all radio broadcasts because it lacks geographical restrictions, and can capitalise on the audience profiling which has made internet advertising so profitable over the years. The only way for stations to not take this inevitable hit to their profits is to go online too, which their potential global audience would be glad to hear.
|- Jon D'Alton|
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