Kelly Scott Madison

Online vs. Offline Audio: Where Are Consumers Listening?



Alternative audio delivery platforms and formats have continued to develop and gain audiences.

As alternative audio delivery platforms and formats have continued to develop and gain audiences, it is incumbent upon advertisers to keep abreast of the scale and features now available. Determining reach, engagement and measurement of each platform, as well as any applicable cross-platform usage, lends critical depthand accuracy to media plans. While consumer habits change with the marketplace, lag time between platform availability and ubiquitous usage is to be expected. Thus, updates to audience data and measurement changes are essential in order to accurately account for increasing consumer usage over time.

According to the 2014 Edison Infinite Dial study, approximately 47 percent of the U.S. has listened to online radioin the last month. This represents a 74 percent increase from 27 percent of the U.S. in 2010, and illustrates the rapidly expanding listener bas efor all online radio entities. At the same time, it should be noted that the majority of the growth happened between 2010 and 2013, and audience growth slowed to only four percent between 2013 and 2014.

Understanding the consistency ofonline listening helps determine the properties required to capture listeners at a meaningful volume.Separating monthly from weekly listening numbers can provide a benchmark for frequent usage and therefore help determine the actual penetration of streaming radio usage. Since online radio has a daily reach of...

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