Is Online Radio Killing Traditional Radio Advertising?

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Original post:Is Online Radio Killing Traditional Radio Advertising? Push or Pull?by at Google Blog Search: advertising Blog tag: Advertising Technorati tag: Advertising

Web geek extraordinaire,Chris Pirillo, shares his view on the differences between online and traditional radio advertising…

First veiw / comment

love sat radio..

Yes, it is, and first comment/view.

Oh.. by the time I posted it, 2 other people commented.. wow.

fifth?? :(

3rd ha lol

i dont give a fuck :O

why cares about first posts…

all the people who say “first post” have no life

who gives a fuck

Speaking of advertisement in media what happen to the advertising gif in his videos on youtube. I would guess it has something to do with the persistent nature of youtube videos and him not wanting to advertise in perpetuity for companies without compensation. If anyone knows I would like to join that club.

Also if people want credit for making the 1st comment the comment should really having some relation to the video. I am sure that our mammalian brains can figure out that it was 1st.

It’s the difference between a broad audience and Internet radio, which is a narrowcast format. Satellite radio still fulfills the broadcast requirement. Internet radio is similar to podcasting in terms of reach and audience construction.

Nobody cares.

what traditional radio needs to do is more live adverts as howard stern, paul harvey do the lossy and may I say annoying radio spots I hear get tuned out in a second making them ineffective (they sound just as they did in the 60’s) Leo Laporte does great live adverts targeted to his audience as you do Chris that’s how traditional radio can save their buts let the on-air talent do the adverts, not these awful jingle redden crap the do now.

I don’t listen to internet radio coz I haven’t found any good channels…

Here here, Chris.

Coming from a 10+ year background of terrestrial radio (and advertising), it’s good to see that SOME people are starting to understand how big of a deal online radio can be.

At Bassdrive, we are non-profit, without advertisements. That being said, however, we do have our fingers on the pulse of the drum & bass music scene, and are very influential because of the DJ’s and what we play.

You need to get laid…………

i can understand why internet and satellite radio may be killing advertisers but the commercials on “classic radio” would be SO LONG! i don’t know how they are now but i assume they are the same. i would think if the time of the ads were cut down like on internet/satellite radio people would be ok with regular radio.

for me, i don’t like being bombarded with ads. i just want my content.

SHOUTcast has some excellent content.

For the love of God, please don’t start advertising crap on Internet Radio. That’s the whole reason why I stopped listening to traditional radio. Because every 6 minutes, my ears would be raped by car dealership ads with loud annoying sound effects. Oh, and lets not forget the herbal Viagra and genital herpes commercials we all hear every so often.

The vast majority of Terrestrial radio stations are owned by big corporations. They have C.E.O.’s who come from programming, National Program Directors and consultants to tell the local station what to program and how to program. These are the people who have gutted the music library of your favorite radio station and hence the repetition. If you listened to some of the great Album Rock stations just 10 years ago and compare it to what they’re playing today, you’d have to come away scratching your head and wondering where has all the music gone. Sure, “Stairway To Heaven” is a great song … but not every single day at nearly the same hour!! The major ratings company – Arbitron – once told me that satellite radio is just a mere blip on the screen. The major source of competition for listeners is coming from the iPod. (You should note that Arbitron never mentioned Web Radio.) Just like corporate radio, Arbitron is in a ’state of denial’ when dealing with Web Radio. But what’s interesting about this is that corporate radio is streaming their terrestrial signals thinking that this will stem the tide against listener erosion. They think that they can compete with Web Radio. But what they refuse to see is that people want ‘quality content’ and not the same old 200-250 songs from them. The future for Web Radio is an explosion just around the corner. What you’ll have are ‘receivers’ in cars with more choices than ever: AM/FM/Satellite/Internet. With the Internet as a listening option, why would anyone want to hear “Stairway To Heaven” from terrestrial radio over and over again when they can hear deep Led Zeppelin tracks from Web Radio along with dozens of groups and songs that terrestrial radio can’t be bothered playing anymore? Bottom Line: Corporate Radio is too busy appeasing stockholders to be bothered giving listeners good radio to listen to. They will never admit that they’re product sucks and when we have Web Radio available to us in our cars and, eventually in our homes, corporate radio will just disappear.

i think internet advertising is just the next logical step. our world is full of advertising its all around us.

Did radio kill bill boards? There still around. Did tv kill radio? no cause they coexists. Will the internet and satellite radio kill traditional radio. i don’t think so for one simple resin am and fm frequency are free. I do use internet radio but not satellite as i don’t want to pay every month for something like that.

cant online radio station providers plop in adverts once every 10 minutes?

i never liked radio stations here in my area. they never carry a specific format like rock, r&b, jazz etc. like regular radio stations. instead… they play different genres according to timeslot.. on sundays, when i would usually get bored and coul use some good music, they’d play music from God-knows-when era, which for me is unbearable. to make matters worse, dj’s here in my area are so corny and unhilarious(is that a word?) thanks to trash talk.

Then came internet radio… the first time i streamed internet radio was from eradioportal.com a few years ago… then i moved to itunes which carry a whole lot more FORMAT SPECIFIC content… and cool DJs… plus, with itunes i discovered XM radio podcasts which in my opinion make good quality content for podcasts. i never switched back to terrestrial radio again.. it’s either internet radio, podcasts or my iPod library…

Ever since the NAB was forced by the U.S. government to suspend its advertising code in 1983, both the nature and the sheer volume of advertising on OTA television and radio have become intolerable.

The rise of alternatives and the willingness of listeners to pay for ad-free services are reactions to, not the cause of, traditional radio’s problems. Had broadcasters not alienated their audiences by pushing the envelope on advertising, they wouldn’t be hemorrhaging listeners like they now are.

The second that an ad comes on an internet station I stop listening. Shoutcast has a lot of stations that are large and small. A lot of user generated content as well. I also like XM online as they have no commercials as well. I also have XM in both my vehicles because I can’t stand ads on the radio, which is why FM is dead to me. Its soo bad that I would rather listen to nothing, than ads on the radio.

I think internet radio is the way to go, a traditional radio has a limited audience but an internet radio is limitless to how many people can tune in at a time. I’ve also used the internet radio to tune into a local radio station rather than a radio because i think it has better quality.

Personally I never listen to classic radio in its original form, If needed I use the internet to access the stream (which almost all stations do now). But for general listening, I never use anything other than shoutcast radio streams, I don’t have to put up with commericals as often and the music just consistently flows. If classic radio could work to be something like shoutcast streams, it would do then a wealth of good. Until then its the internet for me (or iPod).

I personally prefer online radio over regular radio. It always seems to me that I get way better quality on the online radio, now I do sometimes have to deal with buffer times. That isn’t really much it last like a few seconds. Whereas with normal radio I have to tune into a good station and hear that static. Now on the topic of advertsing. The radio stations I listen to online seem to have less advertising commercials then normal, but this isn’t all the time. It depends on what online radio station you tune into, I have listened to some that have more commercials then regular radio. Thanks for the point of view Chris Pirillo.

In a way, I like that internet radio is kind of ‘taking over’ I mean. Some times with the classic radio,we channel from station to station to just locate one song we consider ‘worth listening to’ once that songs over how ever next is either insanely long commercials or some song you’d rather not be listening to. So back to searching we go. With internet Radio on the other hand,we select one station with the genre we like and stick with it,not having the fear of some insane song ruining our listening experience or a 60% ads/40% music ratio.

Like outsanity stated,in the end we just want our content though.

I personally prefer traditional radio, but I have found online radio to be awesome for those rare occasions in which don’t have a traditional radio receiver. However, I could see someone like Sony coming out with a purely wi-fi radio (using only the internet) to allow users to catch any radio station in the world rather than whatever is on the conventional channels locally.

Nivek

No, I don’t think online radio is killing local radio stations. People still like their local radio. While online radio (well… most) cost money. Traditional radio is just….. the radio that is still most most common in your local area. I mean lets face it… nobody wants to get their 3G laptop card, cell phone, or dedicated device out to listen to internet radio. Now, if you were talking about satellite, yeah… that’s a killer.

I really don’t listen to radio except when I am driving, and I don’t listen or drive enough to get a Satellite radio, so I do listen to traditional radio. And I have to admit that the commercials do get old after a while, and sometimes I wish they wouldn’t have commercials. Now this is coming from were I live. I have seen it, and not a whole lot of people use internet radio, or satellite radio. So I don’t think that Internet radio or satellite radio is going to kill advertisers yet. Maybe somewhere down the line it is a definite possibility.

well you can you use Shoutcast to broadcast radio like from winamp but it takes a bit time to learn and set it up but it isn’t too difficult, what i would to hear is various radio stations worldwide, it would probably be interesting and fun cause you can get tired to listen on same voices everyday, i have heard Chris listen to radio on the stream , it feel good to listen other hosts then you are used to

I love videos of yours chris! I say adverstising is ok but if people abuse it and puts to many or all over the place it just ruins the whole thought. Like in chris’s videos. Its there but out of the way. So you can see it but its not annoying

The regular radio adds are long but im ok with that
i listen to them each morning when it wakes me up and
i here that same add each day

And when i get home i listen to the online one and have adds there
to not as long but they are still there

and i dont think they take away from the traditionol radios.
because not everyone listens to the online on or
the others like sirius or xm

Your show does remind me of Talk Radio. I guess it would be Tech Talk Radio. Advertisements on regular radio just get in the way to me, they last sooooo long. Now, your adds, in the corner of the video don’t really get in the way at all.

yes i believe that online radio is killing traditional radio. I mean if you turn on the t.v almost every car is now coming standard with a 12 month trial of either sirius or xm satellite radio. Even iTunes has their own online radio. Even though you do have to pay for it, not having the 10 minute commercials every 5 songs is very nice. i think that with the integration of ipods and satellite radio…traditional radio will soon be a thing of the past

There are alot of internet radio stations and i think that they are becoming more and more popular a lot of people at work these days whom sit at a computer will get to work plug in their headphones and listen to there favorite radio station online all radio stations do it these days and the good thing about internet radio is that it can be listened to anywhere in the world as long as you have an internet connection, whereas traditional radio only has a certain range the radio waves can go so when you hit the edge of a town or state you will start to lose it.
Also at home or maybe the office there’s of course programs like iTunes where you can listen to a lot of unofficial radio stations that people have set up. Internet radio its free like the normal traditional radio and its better of course on iTunes for example you can make your own radio station!

Thanks Chris!

Well, I dunno about you, but the last time I listened to the radio none of the ads made me any more inclined towards their product. I find that some ads on the radio make me even less inclined as they’re either obnoxious or just plain stupid. Internet ads however have a very good plus to them, accessibility. I know that I’ve seen a little banner on some of Chris’ videos for VMware Fusion and after seeing that banner I thought more about how nice it would be to have Virtual Machine software on-hand. And I even visited VMware’s site.

So yes, internet radio advertising in my opinion is more effective. Will it ever totally kill traditional radio ads, no. But I do think there will be a considerable decline in the amount of advertising on the radio in the next 10 years.

I don’t know, with internet radio for some reason i never can really find something i really enjoy. the only internet radio i do listen to is probably the websites of actual radio stations in the area that stream their station online, basically because i don’t even like satellite, my car is perfectly fine with AM/FM and MP3 disc reader (150 songs on 1 CD) pretty awesome huh. Nah not really but I just don’t want to pay for something i can get for free elsewhere. even with the internet, of course we pretty much all have it but it’s still something we have to pay for, while with analog radio just buy some AAs and you have 30-40 stations to choose from. Thanks chris.

I think they are and we need to find a way to stop it! because those people need money thats the way they make money! I am outraged!

i pwersonally think podcasts are the best they may not be live but i believe they are moerre convienant

I don’t think online radio will end up killing regular radio and their advertising. Although it’s becoming more frequent and included in many of the newer cars, you will always have those older folks who are hell bent against technology and don’t want a new car or a new form of radio. As long as there are older cars still including the regular stereos, there will always be a need for regular radio and their crappy advertising.

I agree what someone has already posted up there. Most the time radio adverts really don’t make me more inclined to buy their product, I usually just get annoyed and become adamant on not using it, just because they bothered me with their jingle! :X

Online radio is far superior to any other form of radio that is available. It is simply more convenient for the user/listener…

It’s the exact same theory of actual people buying CDs in-store, rather than buying the tracks online, for download. Two methods will go head on head, and the best will win.

If companies see online radio as being a threat, they will start to downsize their Traditional Radio expenses, and start moving those into offers to online radios, and traditional radio will be determined extinct.

I think the best barometer of how well traditional ads work online would be in how many clicks and how high the rates are for CC stations. They not only have regular ads on their livestreams, but they have Internet-only ones. And some of those are even local Internet-only. I’d be interested in knowing if that’s trade credit or real $$.

My opinion is web banners and such can be the substitute for advertising. What i like about internet radio is that its commercial free on the airwaves, but if they needed to sell ad space why not use the site for the station if the station so desires

C-Dawg,

Perhaps it should also be mentioned that it is a heck of a lot cheaper to start an internet radio station than it would be to start an “old fashioned” one.

I mean, what does it cost to start an online radio station? Ummm…. $200? Maybe?

My friend has always dreamed of starting a Christian radio station and I’ve been meaning to tell him that he should just do it online. You can reach just as many people for a fraction of the price!

Peace out mah dawg,
James Gia

I don’t really listen to either one. I normally just pop in a CD or put the iPod on. That way I don’t have to deal with advertisements.

For me within the subject of Internet radio i use Winamp, its pretty good for beginners like me but i’m growing throughout each day, yeh back to Winamp, the service has a combination of on demand videos like Family Guy, Futurama, America Dad,Music Videos and so for and radio station like 108Jams and so its a very reliable software for me and most of all it can be your player like Windows media player so yeah i love and know others have like it too.

Web radio in the beginning was great! untill streaming radio had the same royalties from Music industry pounce on the web casters by getting a bill past, to make them pay. It was ok first, but recently , with help of large radio media holders, they pay a larger fee than even radio. What was that all about! Wasn’t that a obvious illegal FCC rule past that was intended to keep old traditional radio afoot? Bah!

Online radio won’t kill regular radio, I think the main time people listen to radio is in their cars, and it’s best to here local radio stations.

I think that as online radio grows, regular radio will decrease over time. Look at Tv signals. They will be gone in 2007. It is just a matter of time before radio as we know it is revolutionized.

When internet becomes totally mobile meaning they are readily available on cellphones, cars, TVs , home appliances then traditional radio will be over. When everyhing is tagged with IP address like even home appliances including receivers, speakers, stoves, refrigerator, etc , then traditional radio will die.

I like Internet radio better than traditional radio, since I can pick the station I want with the music I want, not what they pick. Thats an amazing plus. Many of the people in the chat room do radio streaming with Shoutcast and Winamp, I’ve used it but my upload speed just wont cut it…
-Ruben

I am not a fan of radio unless i am in the car and there is bad weather or an accident that i may need to avoid. With car manufactures putting more and more toys into there cars i feel like it is just one more thing to brake down/distract the driver. There will always be some form of advertisements and as long as they are used in a way that is not intrusive to the consumer then thats a good thing.

When traditional radio becomes more global, and unified with less local total shit, that would be nice. and not 10 minutes of straight commercials. in calgary, canada, theres a few radio stations with more ads then music. not even kidding. XM FTW

I don’t think its killing radio advertising. Here in Louisville, KY, you really don’t hear that many radio ads at all. There is some, as the stations need to keep the air waves open. As a licenses Amateur Radio operator by the FCC.. there are regulations on the amount of ads that can be played. It really all depends on the amount of listeners that could hear the signal. Its cool to learn about all this.. but I think the way we are going… ads will always be around… in a sense of one form or another. Audio or visual, it will always be there.

Your right Chris A normal radio does not get that much singnal But a internet radio does it could get alot of singnal satalite radio is just like internet radio so i like internet radio the best

Nice Job, i am your fan

I don’t think it’s killing Traditional Radio Advertising… Most of the online radios i hear from, has advertisement in them. i guess no matter what, they still embed advertisements into their programing.

Yes for sure online radio is killing traditional radio. I have my own radio station on the internet, and i have been able to do so much with it. The ability to have online radio creates a sense of personalization, and the ability to make things your own. It is also nice that you don’t have to tune into a certain frequency( and sometimes that doesn’t even work). So yes, online radio is the new radio, and traditional radio is well, always going to be traditional.

Thanks
Bradley Bradwell

At first I did not want ads in my podcast that I listen too. But now that I have heard what it would cost to keep a lot of my favorite podcast going I think it is a good thing to have ads in podcast. A lot of the podcast would have huge bandwidth bills if it was not for the ads. And I think regular radio will be around for along time. I mean there are a lot of people that listen to the radio still in their cars. I still listen. But I also listen to podcast on my iPod in my car.

I completely agree that online radio is replacing traditional radio. This is because people can listen to what they want, when they want. Due to the recent podcast phenomenon, listeners can find topics that pertain to their interests and continue to listen thereafter. I also agree that advertisers should consider advertising on internet radio transmissions. That way, they can narrow their audience, therefore increasing the value of their investment. This goes right along with the theory that pay-per-view television over the internet is going to replace traditional television.

It will be an interesting day when internet-enabled automobiles go mainstream. Such a feature would help rescue workers and insurance companies pinpoint where a vehicle is located in case of an emergency.

I love the radio, not for music. (I’m talking AM/FM radio) but for news, and voicing opinions it’s by far the best method. I can have a old radio in my workshop and not worry about harming it. The poorest people, pretty much ANYONE can use a “classic” radio. I would also say online radio doesn’t get nearly as many listeners or has plenty of issues. Many are pre recorded and lifeless. Again I’m primarily talking talk radio. Good topic thanks Chris.

Online radio addict myself. I listen to it while doing my work, and for me it helps increasing productivity.

I enjoy Internet radio over traditional radio because the first one gives me the option to tune in to international stations and for me it’s more accessible.

But while not in front of the computer I turn to traditional radio with no problems whatsoever, I have my favorite stations both on the Internet and offline.

And about advertising stuff – I grew to ignore it most of the times. And for sure I’ll ditch those stations that do mostly ads instead of quality content. I have my limits, you know :)

P.S. I really like the new chris.pirillo.com !!

I think it is, as Internet Radio opens advertisers to a much larger audience, since anyone can listen across the world. It is no longer limited to a local audience.

Is online radio killing traditional? hmm, well it sure is killing because a lot of things are digitalized now days and it’s lot easier to operate online radio than traditional but i don’t think the traditional radio will be lost because if you think about those remote areas (Siberia, Himalaya, etc) or areas that people don’t have money to obtain a digitalized product so then of course they will use traditional radio to just stay contact and to know what is going on around them. But thinking in 50 years, i think it’s very hard to guess as lot of things might happen…

I listen to “traditional” radio every day, 97.7 The Rocket is what I usually listen to. A lot of radio stations have online listening tools. I remember 104.1 used to have one. I used it when i was home once to see how synced it was. I also use internet radio such as the ZTecNet radio, which is a shout cast station. It’s online. And people can choose the songs that are played. I listen to the radio for music not talk shows or football (thats what the television is for). :)

I wouldn’t say it is killing traditional radio advertisement. There will always be people who listen to radio in their cars. Also, radio while old in nature… is still progressing with the advent of HD radio. It will never die and I for one and glad that is the case.

Day by day internet has more major impact in people lives.We read less day by day from books prefering e-books.I personally watch regular Tv on internet.Radio transmition on the internet is definitely taking place of clasic radio

Nothing beats listening to my local stations for news and weather. Oh and music of course.