Internet radio audience gives marketers more targeting opportunities


Radio is now an interactive medium, engaging millions of consumers online and via mobile devices. EMarketer estimates nearly 80 million U.S. Internet users, or 37.5% of Internet users ages 12 and up, will tune in to Internet radio stations weekly in 2011. This includes online streaming of terrestrial broadcasts and online-only radio stations or podcasts. “For marketers, the rise of Pandora and the expansion of terrestrial audiences into online channels is good news,” said Lisa E. Phillips, eMarketer senior analyst. “But it may take some time before these new services and technologies have enough scale to warrant attention.”
To read more about eMarketer’s coverage of the Internet radio audience, click here.

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