Radio Web Sites Make ‘Significant Gains’

The Media Audit will put out a report next week ranking individual local radio station Web sites, plus an aggregated Web site analysis by radio groups for each measured market.
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The Media Audit will put out a report next week ranking individual local radio station Web sites, plus an aggregated Web site analysis by radio groups for each measured market. It will show Clear Channel clusters owning four of the top five slots.

The company said its research shows “some significant gains” for radio Internet, especially among the top 20 “local radio groups.” The study measures adults who visited a local radio Web site in the past 30 days.

“According to preliminary findings, Clear Channel Radio in Cincinnati ranks as the top local radio Web site group with a 9.1% reach with adults 18+, or more than 140,000 unique radio Web site visitors in a typical month,” the company said.

“The local radio cluster was previously ranked sixth ... with 98,800 monthly Web site visitors. As a result, the number of Web site visitors increased by 41.7%.”

The company said Entercom Radio in Buffalo ranks as the second highest radio Web site group with an 8.5% reach with adults 18+, followed by Clear Channel Radio in Lexington, Ky., (8.2%), Clear Channel Radio in Tampa-St. Petersburg, Fla. (7.7%), and Clear Channel Radio in Houston (7.6%).

Among the top five local radio groups, the largest increase was observed at Clear Channel in Lexington, where unique monthly Web site visitors increased by 163%.

Twenty-one radio clusters achieved or exceeded a 6% market reach with their aggregated Web sites, more than double that of the previous year.

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