The 8 Truths of Internet Radio
- Page views DO NOT measure listeners
A page view is a unit for measuring Web readership. It is the
count of how many times a web page is requested. Streaming Servers
measure listeners who listen to the audio stream. Not all listeners
who visit a web page listen to the Internet radio stream.
- Streaming servers DO NOT measure all listeners
if station is simulcast and/or syndicated on other distribution
A streaming server measures listeners but if a station is connected
to outside distribution channels like WiFi, Mobile, ITunes, private
radio networks or Microsoft's Radio Tuner the stream that is picked
up looks like one (1) listener to the streaming server when in
fact it could be thousands.
- An age old radio brand name DOES NOT necessarily
mean they have more listeners on their Internet stations than
an Internet Radio Streaming Station
Listeners have the power of choice and there are hundreds of thousands
of web radio stations that reach their targeted niche markets.
The terrestrial radio industry has only taken Internet radio seriously
over the last 2 years. 24/7 Internet radio networks that have
been in place for 7 or more years have more loyal listeners since
they have been in the marketplace longer.
- Internet audio listening has surpassed AM/FM
According to the Arbitron/Edison 'The Infinite Dial 2010' study
Internet Audio listening has now surpassed AM/FM terrestrial listening.
- Podcasts DO NOT provide more
listeners than an Internet Radio Stream
Internet streaming radio usually provides 24/7 live coverage with
multiple hosts, on demand listening and podcast download options.
Internet Radio's average listener TSL (Time Spent Listening) is
A podcast is usually a 1-hour audio program available live at
a specific time and/or made available as a download. A podcast's
average TSL (Time Spent Listening) is 3-5 minutes at the top of
- Outside audience measuring services DO NOT
provide real numbers
Based on a small audience sampling for a particular genre, usually
music, extrapolated numbers are used to determine audience measurement.
For example, the Arbitron/Edison 'The Infinite Dial 2010' did
a telephone survey of 1,753 people, age 12 and older, to provide
statistical information about the radio music industry. Internet
Radio has an audience of over 72 million Internet listeners a
week. This sampling is much less than even 1% of the audience
size and has no relevance for talk radio at all.
- Demographics are suspect unless station has
its own collection method
Each station is usually unique because of niche market genres
and marketing efforts. Real demographic info comes from a station's
data gleaned from their own data collection methods such as a
clubhouse, surveys or polls.
- Pre-roll video ads on Internet radio stations
Americans and Internet Users - WANT IT NOW!. There are 100s of
1000s of Internet radio sites to choose from. If a radio station
website delays the audio stream, which is what the listener wants
and is expecting to hear, the listener will usually click off
the site or get frustrated waiting for the audio stream to start,
resulting in an unsatisfactory user experience.