TargetSpot Unveils Industry’s First Digital Audio Advertising Research

by Mindi Sue Sternblitz-Rubenstein | Apr. 14, 2011

TargetSpot, the largest digital audio advertising network, today releases the industry’s first in-depth Internet Radio advertising research, “Digital Audio Usage Trends: A Highly Engaged Listenership” and “Internet Radio Advertising Impact.” Conducted by Parks Associates, the reports unveil the behavioral trends of an emerging “Super Demographic,” and cement the value of digital audio advertising both as a direct and a complementary marketing channel.

The Explosive Growth of Digital Audio
Internet Radio, which includes online-only radio stations and Broadcast Radio station streams, is one of the fastest-growing online media categories, according to eMarketer.1 With the proliferation of new Internet-enabled devices, digital audio usage is gaining tremendous momentum, already connecting more than 89 million consumers per month to online audio content in the US alone.

TargetSpot LogoAdvertising’s “Super Demographic”
TargetSpot has identified three key characteristics that are embodied by this audience:

1.“Tuned-In” — Digital audio consumers are deeply committed to their content. They listen to Internet Radio up to three hours a day, also listen to Broadcast Radio up to three hours a day and in addition connect to the internet for more than four hours a day.

2.“Highly Engaged” – These consumers consistently listen from their home or work computers, smartphones and tablets. They change stations multiple times per day, refer to their online media players to check the names of songs and artists, and spend substantial amounts of time selecting, personalizing and interacting with a wide variety of digital audio content.

3.“Influencers” – These consumers are actively involved in social networks, frequently recommend products and services to friends, and are often asked for advice on what to buy, where to eat and where to travel.

Tuned-in, highly engaged and influential, this audience demonstrates significantly higher brand recall and ad response, creating the powerful “Super Demographic” audience of digital audio consumers.

Internet RadioAdvertising Impact on Radio and Online Advertising
TargetSpot research found a 3.5X higher ad response rate when adding Internet Radio to a Broadcast Radio campaign, and a 2X higher ad response rate when adding Internet Radio to an online campaign. These ad responses include both online and offline actions, reaching well beyond the click, including: purchasing a product online or at a retail location, searching online for product information, becoming a “fan” on Facebook, or calling the company.

Download white papers of the research from our website at

Tags: retail

Next: Parks Associates and TargetSpot Co-Host Digital Audio Webcast, June 9
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