New Research Shows Consumers Ready for Webcast Advertising

New Research Shows Consumers Ready for Webcast Advertising
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According to a new Internet study by Arbitron/Edison Media, more than two thirds of "streamies" - online listeners, agree that advertising is a fair price to pay for free Web site content. The study was released at The NAB Radio Show.

According to researchers, a core strength of Internet advertising is its ability to enable quick purchases with almost half of those online and more than half of streamies identifying the Internet as the medium that "allows you to make a quick purchase."

Study results also showed that consumers pay more attention to online audio and video ads than they do banner ads.

Radio station online listening has skyrocketed, according to researchers. The study found that listening to radio stations online more than tripled in two years, from 6 percent - or 14 million Americans - in 1998, to 20 percent - or 45 million Americans - in 2000.

Additional study findings:
One quarter of Americans have listened to Internet audio, 20 percent listening to radio stations online and 13 percent listening to Internet-only audio.

Monthly and weekly listening to radio stations online is growing.

Internet audio is mostly used while listeners are at their computers.

More than eight out of 10 audio streamies are interested in "side channels" - additional Internet-only programming channels offered under the brand umbrella of terrestrial radio stations.

Sharon Rae Pettigrew

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