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RAIN 6/8: Bridge releases study on effects of social media on radio listening

Posted on: 06/08/2010

WEBCASTER IN STUDY SAWSESSION STARTSINCREASE 20%

Bridge Ratings has released a new study on the uses of social media sites for webcasters, broadcasters and other businesses. The findings, collected in the “Social Media Network Hierarchy” study, are quite striking: an Internet radio company, with “an affordable social media marketing campaign,” saw session starts increase 20% from 620,000 per week to 744,362 per week after 6 weeks. Meanwhile, a terrestrial radio company — after 4 weeks of social marketing for 22 stations — saw a 75% increase in listening occasions.

Bridge Ratings says these results are possible “provided that the target demographic’s online social behavior is well understood, product messaging is ‘laser-focused,’ repetition is limited, and campaigns are well executed,” as Jennifer Lane reports at Audio4Cast (here). “The usage pattern is different for each demographic category,” Bridge Ratings states. If companies can target these demographics properly “and with precision, response rates can accelerate.” Find more from Bridge Ratings here.

AIRBIQUITY DEMONSTRATES IN-CAR APP SYSTEM WITH SLACKER

The race to bring Net radio into cars is “heating up fast,” CNet reports, with AirBiquity using an in-car version of Slacker to demonstrate their new app architecture. AirBiquity’s architecture, CNet reports, should let “other automakers put apps hosted on a phone or in the cloud into an automotive interface.”

As for the Slacker app, it works by connecting to the Internet through a smartphone, then displaying easy-to-use controls on a dashboard’s LCD display. Ford, Pioneer and Alpine have unveiled similar systems for Pandora (RAIN coverage here, here and here). CNet has more on the story here. In other in-car Net radio news, Pioneer will be showing off its two Pandora-friendly dashboard units at the DUB Show Tour. Find more here.

LAST.FM LAUNCHES PERSONALIZED FESTIVAL RECOMMENDATIONS

CBS Interactive’s Last.fm has unveiled a new feature that matches users to summer festivals based on their music tastes. Dubbed Last.fm Festivals, the feature compares festival line-ups to users’ music history and displays a percentage of compatibility. For example, Last.fm says I have a 92% compatibility rating for Lollapalooza (probably based on my undying love for The Arcade Fire and the fact that I live in Chicago).

Last.fm Festivals also creates a “Recommended Line-Up” for each festival, which shows the artists Last.fm thinks you’d most enjoy. That’s an especially useful feature for festivals like Lollapalooza, where over 150 artists are scheduled to perform. Of course, Last.fm also provides a radio stream for each festival. You can try the new feature here. — MS

NEW YORKER COVERS ONLINE RADIO, MUSIC SERVICES

The press’ love affair with Pandora continues as The New Yorker highlights the service in a recent article about online music services. “On a recent car trip I took through Florida, Pandora was perfect: I plugged in my phone, hit a couple of buttons, and was rewarded with ninety minutes of instrumental hip-hop,” writes Sasha Frere-Jones. You can find the full article here.

RAMSEY: TRITON PURCHASE OF STREAM THE WORLD WILL PROVIDE SCALE TO NET RADIO

Last week, Triton Digital bought StreamTheWorld and announced it would be merging the company with Ando Media (RAIN coverage here). “That’s the headline, but what’s the significance?” asks Mark Ramsey at his Hear 2.0 blog. “Scale…Moves that create scale in the online radio space will promote acceptance among audiocasters – broadcasters and pure-play, interest among consumers…and – perhaps most importantly – dollars from advertisers.” You can read his full blog post here.



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