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Stream to on-air

J

jdweaver

Curious if anyone on the board has observed a relationship between a station's stream sessions in a month and the station's weekly cume? Is the stream audience 5% or 3% on a consistant basis?

As an example - assuming a 10% relationship, if a station serves up 1,000 sessions a month does that correlate into an Abrbiton weekly 6+ cume of 10,000? Is there a stable relationship anyone has observed?

Thanks...
 
In PPM there tends to be an inverse relationship to the stream. As streaming numbers pick up a station tends to lose terrestrial numbers, though it is minor. I suppose that makes sense. If you listen in the office to a station, but pick it up better on the stream, then the stream encode gets credit and the station encode loses a listener.

In non-PPM markets there is no distinction between whether a person listens to a station on a stream or via radio. IF someone says they listen to Jack FM, Jack FM gets credit, not the stream. In small and medium markets if a station's hits and unique user sessions are up it tends to be a good indication their listenership is going up. I have also seen big exceptions to that, especially station streams that have a lot of out of market listeners.

In PPM only streams that are encoded show up and as of March only encoded streams that have paid arbitron show up. Few out of market streams appear, usually Portland.
 
I think you miss my question. I understand all of what you say - what i want to know is can i project a terestrial 6+ number from my own streaming numbers? I don't need Arbiton for that...
 
Jackson Dell Weaver said:
I think you miss my question. I understand all of what you say - what i want to know is can i project a terestrial 6+ number from my own streaming numbers? I don't need Arbiton for that...
Click to expand...
Hen answered my question though. I guess that does make sense as not every market is a ppm one.
 
There is no way that I know of to project 6+ terrestrial numbers based on streaming numbers. Some stations with incredibly high streaming numbers have marginal 6+ terrestrial numbers. KEXP comes to mind, so does KING-FM.

It is apples and oranges.
 
...also requires significant analysis about the streams. Are all in-market, for example? Are IP's pooled (shared) - could be same listener, could be different ones.
 
I doubt a predictable, causal relationship can be be made. There are so many factors to consider. For example, what is the stream's bandwidth? Is the stream heavily promoted online and on the air? Is it a music-based format? What is the spot-pod load?

I will bet stations such as KNHC and KEXP have huge tune ins globally.
 
As somebody who deals only with the streaming side I am not sure you could ever make a rational comparison as our numbers come in from all over the globe rather than one market. We marketed and advertised ourselves to an audience in the states yet our largest listening audience comes to us from Europe so I have all but quit spending money on promotion locally in the states.

It makes it quite hard to appeal to advertisers and make that sale unless you have somebody on the ground locally to make those business connections which presents a whole different set of problems, yet we have managed to survive when most everyone wrote us off.
 
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