Internet Broadcasting Lucrative, Says Study

With an estimated monthly audience of 51 million people, Internet Broadcasting reaches an affluent audience, with 50% living in households with an annual income of $50,000 or more according to a new study by Arbitron Inc and Edison Media Research.

The study, also found that the monthly Internet broadcast audience, people who listened to or watched Internet radio and television in the past month, accounts for 42% of all estimated online expenditures.

It also reveals that a significant portion of Internet Broadcast consumers shop and purchase online while listening to Internet radio:

*Just under half (42%) of Internet radio listeners have listened to Internet radio while researching a product or service online.

*A full 27% of people who tune to Internet radio have listened while making an actual purchase online.

The study focuses on the opportunity Internet broadcasting affords advertisers. Sixty percent of monthly Internet broadcast consumers use programs to block pop-up advertising online and 43% also block banners.

These findings are based on a Jan. telephone survey of 2,290 Arbitron radio diary keepers. Arbitron is the radio rating service.