A "Radio Next" study shows that AM/FM broadcasters who webcast the same programming online see a measurable increase in their reach from 28 to 30 percent of adults for AM stations and 76 to 79 percent of adults for FM stations. The study, cosponsored by Solutions Research Group, Ando Media and RAIN (Radio and Internet Newsletter) will be released at the RAIN Las Vegas Summit in Las Vegas on Monday.
The study could be seen as heartening news for broadcasters, because it demonstrates that online simulcasts increase reach and therefore revenue.
Another possible conclusion to draw from the same numbers is that terrestrial radio stations are losing ground to online-only webcasters as their listeners migrate online. The relatively small increases in reach accorded to these stations as a result of their online simulcasts indicates that the majority of the 33 million Americans over the age of 12 who listen to online radio are choosing online-only stations and podcasts as opposed to online versions of AM/FM stations.
See Also:
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- How Much Would AM/FM Sound Recording Performance Royalties Really Help Artists?
- Schedule AM/FM/Webcast Radio Recordings on your PC
- MusicFIRST Says Performance Royalties Would Only Cost AM/FM Stations 3% of Revenue (Updated)
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(RAIN; Photo: Athenamama)
