New Triton Digital listening data confirms it’s a mobile world for online radio. More than half of internet radio listening (56%) occurred on mobile devices in March, up from 46% one year earlier. Triton also says Pandora’s mobile listening cap is paying off for rival webcasters.
Mobile consumption was the fastest growing online audio segment in March. But pureplays are growing mobile audiences faster than broadcasters. Mobile listening to pureplays during the Monday-Sunday, 6am-midnight daypart leapt 23% from February to March while broadcast streams had a 5% increase. In January, Triton showed broadcast radio streams with an 80/20 split in favor of listening on desktops, while pureplay publishers tracked in the opposite direction with a 70/30 split in favor of mobile listening.
Looking to target the holes in its chief rival’s service, pureplay webcaster Slacker launched a $5.5 million marketing campaign in mid-February. Based on internet radio ratings for March released yesterday by Triton Digital, the investment is beginning to pay off. Average Active Sessions during the Monday-Friday, 6am-8pm daypart rocketed up 22% for Slacker, as the webcasters blew past both CBS Radio and Cumulus to rank third among Triton’s domestic top 20. The increase follows a 3% boost by Slacker in February. The campaign includes a 30-second online video ad that attempts to reposition Pandora as a repetitive music machine with limited selection and Slacker as more human with playlists created by music experts and a larger music library.
Read complete post from Inside Radio here : http://www.insideradio.com/Article.asp?id=2650504&spid=32061#.UYyJpErsyf4
View Triton’s full March online radio ratings here : http://www.tritondigital.com/Media/Default/rankers/march-ranker-2013.pdf