If you haven't been combining radio and web marketing NOW IS THE TIME!
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The percentage of U.S. adults that have visited a radio station’s website in the past month rose to 17.7% in 2010, up from 12.8% in 2006, according to the Media Audit. The study of 80 markets also finds that nearly three-quarters of radio website visitors are considered heavy or moderate listeners, listening to radio for almost three hours per day on average.
The findings demonstrate the sales value of station website advertising when bundled with on-air audiences. According to the study, 88% of monthly radio website visitors have made one or more e-commerce purchases in the past year, compared to 63.1% of heavy radio listeners. What’s more, 36.7% of radio website visitors make twelve or more online purchases in a typical year — 61% higher than heavy radio listeners. “Advertisers looking to bolster awareness, online transactions and website traffic could do well by combining radio spots with radio website ads, rather than advertising on radio alone,” the study concludes.
The adult alternative format indexes the highest among monthly station website visitors – 33.8% of adult alternative listeners have visited a radio station website in the past month, followed by alternative (31.6%), sports, (29.4%), news/talk (27.1%), rock (26.9%), public radio (25.8%), hot AC (25.8%), classic rock (25.7%), contemporary Christian (25%) and dance CHR (24.4%).
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