As more traditional radio stations join the ranks with online streaming, it is important to understand where people are tuning in and how long they are staying online.
Online streaming has become an established form of media consumption in the last few years. Ando Media, a media management company, has been following online radio and rating the medium with a variety of measurements like average active sessions and average time spent listening.
MediaPost recently released the frontrunner for both October and November 2010 was the website Pandora. In regards to average active sessions, Pandora beat out fellow competitors like CBS Radio, Clear Channel and the Katz Online Network with an average of 556,359 active sessions in October and 585,558 sessions November. In comparison, none of the other competitors reached 300,000 active sessions in either month.
While Pandora dominated in the sheer number of sessions, it did not rank first in the average time spent listening. Each month, it had an average of 49.8 minutes of listening. CBS Radio properties, which include AOL Radio and Yahoo LaunchCast, had 64.2 minutes in October and 63.6 minutes in November. The Katz Online Network seemed to have the most time spent listening with 82.2 minutes in October and 84 minutes in November.
As more traditional radio stations join the ranks with online streaming, it is important to understand where people are tuning in and how long they are staying online. If you want to reach the masses, Pandora or a product like it seems to be a great tool; however, if you want to reach people for a longer length of time, then a more localized station may be a better choice.
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