Web sites are helping radio clusters expand their reach, according to research firm The Media Audit.
It said station Web sites, when aggregated, “are beginning to have an impact as far as increasing the overall reach of a radio station cluster in a local market.”
It did a study of 84 U.S. markets, collecting data on sites visited in the past month and calculating the unduplicated net reach of a radio cluster and its related sites.
Twelve percent of adults in Daytona Beach visited a Clear Channel station Web site in the past 30 days, putting that cluster atop Media Audit’s rankings.
“While Clear Channel does not have radio stations that originate from Daytona Beach, the radio Web sites visited originate from neighboring Orlando,” it stated. “According to the study, 23.1% of adults in Daytona Beach listen to a Clear Channel radio station ‘Most Often’ and when that figure is added to the Web site audience, the cluster reaches 27% of adults in the market. The incremental reach of the Web site is nearly 18,000 adults.”
The research company sells a data analysis tool that can be applied to consumer target groups.
Other top radio Web site clusters: Clear Channel in Tampa-St. Petersburg (8.4% of adults visited a Clear Channel radio station site in the market in the past 30 days), Clear Channel in Minneapolis-St. Paul (7.8%), Entercom in Buffalo (6.8%) and Clear Channel in Denver (6.7%).