02 dicembre 2009

Come monetizzare la radio online?

Non sono i soli giornali a risentire degli effetti introdotti da internet e a ricercare nuove formule e modelli per monetizzare il web. La radio, per esempio: nell’ultimo decennio il numero di web ascoltatori è cresciuto tantissimo e la domanda che si pongono gli addetti al settore, è la stessa che si pongono i giornali: come valorizzare l’audience online?

In base ai dati pubblicati da Edison e Arbitron (via WSJ), negli Stati Uniti il numero di persone che nella settimana ascoltano la radio via internet sono 42 milioni, nel 2004 erano meno della metà, 19 milioni. Tra questi vi sono persone che ascoltano sia la radio tradizionale, sia la radio online, così come persone che hanno una dieta full internet. 42 milioni equivale al 18% degli ascoltatori dalla radio tradizionale che si stima siano 234 milioni.

Nonostante l’incremento registrato negli ultimi 5 anni la porzione di investimento pubblicitario online, rispetto all’investimento complessivo, (Fonte Borrell Associates) per la radio è del 2,4% mentre per la TV è del 3,4% e per i giornali del 7%. Dato che evidenzia come, tra i tre diversi media, sono i giornali a essere finora riusciti a valorizzare meglio l’opzione internet, anche per ovvie ragioni di necessità: tra i diversi media la carta stampata è la più vulnerabile nei confronti della sfida imposta dal web.

La radio guarda a internet come a una opprtunità per compensare le perdite subite dalla raccolta pubblicitaria tradizionale. Secondo PricewaterhouseCoopers la cifra investita nella radio nel 2009 è destinata a diminuire del 14,2% ripetto al 2008 e si prevede un tasso di decrescita media annuo del 4,7% nei prossimi tre anni.

SNL Kagan prevede che il fatturato online possa passare dal 2,7% sul totale complessivo del fatturato, pari a 441 milioni di dollari conto i 14,8 miliardi total,, al 3,2% nel corso del 2010 e per il 2013 si stima possa arrivare una quota pari al 4,7%.

Secondo le statistiche la media degli ascoltatori di una stazione radio che si collegano a internet è compresa in un range che varia dal 3% al 5%, troppo poco perché i loro siti possano essere ritenuti sufficientemente appetibile dal punto di vista pubblicitario. Non solo ma il valore dell’ascoltatore online in base ai parametri pubblicitari è la metà di quello tradizionale.

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