Social Interaction During Broadcast Can Drive Ratings
More social engagement with radio means higher ratings for traditional radio.
That’s according to Jelli, a cloud-based platform for radio. The company released data that it says shows how socially-engaged listeners interact with traditional radio spots that were aired during broadcasts.
Building upon recently published Nielsen research about the correlation between Twitter engagement and television ratings, Jelli analyzed data over the past year related to audience engagement with radio, which is beginning to see a more active “feedback loop” during broadcasts.
For 13 weeks, Jelli measured weekly active registered users who were using Jelli’s online or mobile app to vote to choose the music played during live broadcasts on five different radio stations based in four cities.The results were:
• Weekly social engagement for the sample stations increased 127%
• Ratings (i.e., weekly cume) for those stations increased 30%, according to the company.
In addition to driving ratings, Jelli also measured how the audience reacted to radio spots served when the audience was engaging with the broadcasts. When a radio spot aired, a synched display ad from the advertiser was presented to the listeners online and via mobile apps.The results were:
• 0.10% to 0.15% of the weekly cume ratings base (i.e., all listeners) took some action with the advertising. This is roughly two to three times typical performance of online display advertising
• 1% to 3% of logged-in listeners clicked through on the display portion of the ad.