According to the latest results of an Arbitron Webcast Audience Profiles(SM), the company’s new tool for profiling streaming media audiences, a majority of listeners for the Internet radio network MTVi are well-educated, affluent and active online.
The survey, conducted in July and August 2001, reveals that more than two-thirds of MTVi’s listeners (69 percent) are college graduates and/or are attaining a post-graduate degree. More than half (55 percent) have household incomes over $50,000 per year. Nearlyone-third (61 percent) live in households with more than two people, and a third (33 percent) have teens in the home.
On average, nearly half (41 percent) of MTVi listeners spend more than three hours a day online and are avid online consumers. Nearly a third (28 percent) have made more than 10 purchases online in the last year, spending on average a total of $193 online, with almost a quarter (23 percent) spending more than $500.
“We are pleased that we can now offer advertisers objective, third-party data about our webcast audience,” said Brad Porteus, vice president, MTVi Radio. “The Arbitron data shows that MTVi’s stations appeal to a highly desirable consumer target for advertisers.”
The survey results also revealed that more than half (51 percent) of MTVi listeners are between the ages of 18 and 34, with nearly a third (30 percent) in the 25-to-34-year-old bracket. The gender breakdown is almost evenly split: males (52 percent) and females (48 percent female). The majority (83 percent) of listeners live in the United States.
“Streaming media advertising delivers a highly desirable consumer segment that advertisers are looking to target,” said Bill Rose, vice president/general manager, Arbitron Webcast Services, Arbitron Inc. “These new Webcast Audience Profiles provide powerful evidence about the value of MTVi’s streaming audience.”
Arbitron’s Webcast Audience Profiles is the first audience measurement service that helps webcasters, advertisers and agencies understand the demographic, socioeconomic, geographic and online shopping profiles of webcast audiences.
The Arbitron Webcast Audience Profile for MTVi was conducted in July and August of 2001 through randomly selected listeners of MTVi’s online audio channels. Each selected participant received a survey on his or her computer with several quick and easy questions. Nearly 12,500 MTVi listeners participated in this survey.
