Streaming Audio

Executive Summary and Objectives

The Advertising Research Foundation (ARF) is pleased to announce a joint effort with member sponsors to conduct a groundbreaking research study that will expand the industry’s understanding of Consumers and Streaming Audio. 

"As media consumption habits change, we must gain insights into consumers’ minds to better understand how they are interacting with new media and on what devices, and how they feel about commercial messaging.  The learnings will help planners, clients, and buyers align their media campaigns and messaging to engage consumers more effectively."
- Kim Vasey – Managing Partner/Director of Radio, GroupM

The ARF would like to thank our Streaming Audio Sponsors:

Clear Channel
Dial Global
ESPN
Pandora
Radio Disney
TargetSpot
Triton Digital
Starcom MediaVest

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This original research study explored both qualitative (“how do you feel about . . . ”) and quantitative (“heavy users are demographically best described . . . ”) issues. Research was conducted by well-known research supplier GfK.  Here is a sampling of some of the questions this new research will address:

• Who streams audio (users compared with non-users)?
• What devices do they use to listen to audio on the Internet?
• Where are they when they stream audio?
• Why do they stream audio as opposed to selecting other devices?
• When do they stream, for how long, and when and why do they change formats, stations, channels, websites, and/or devices?
• What are their reactions to different forms of advertising for streaming audio?
• What else are they doing while listening to streaming audio?

"Understanding the streaming audio consumer is an important and timely endeavor for the ARF and its members. This landmark initiative will generate findings that will enlighten advertisers, agencies, and media companies in the evolving audio industry."
- Robert Barocci – President & CEO, ARF

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An ARF white paper discussing the results of the study is scheduled to be published Spring, 2013.
Please contact David Marans for more information!