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Arbitron Study Shows Listerners Smart and AffluentArbitron Webcast Audience Profile used during World Series stream (November 19, 2001)
Arbitron's Webcast Audience Profiles is the first audience measurement service that helps webcasters, advertisers and agencies understand the demographic, socioeconomic, geographic and online shopping profiles of webcast audiences.
Arbitron's profile indicated that 31 percent of the listeners to World Series games on MLB.com live in homes with annual incomes greater than $100,000, while only 16 percent of all American households are in that bracket, according to the U.S. Census Bureau`s Current Population Survey for March. According to Arbitron, listeners who tuned to the World Series online were also highly educated. Eighty-two percent of online World Series listeners had completed college and/or attained a post-graduate degree, compared to only 21 percent of the U.S. population who have obtained the same level of education.
According to the Arbitron study, online listeners to the World Series on MLB Gameday Audio are active Internet users and consumers. Forty-nine percent of the listeners say they spent more than three hours a day online and 49 percent have made more than 10 purchases online in the last year. MLB.com's World Series listeners spent an average of $395 online in the last year with almost half (43 percent) having spent more than $500.
"We are pleased that Arbitron was able to provide information about the value of the online audience for this year's World Series," said Kristen Fergason, marketing manager, MLB.com. "The Webcast Audience Profiles helps us give our advertisers confidence that they are reaching an upscale and technically savvy target audience with MLB.com."
The results also revealed that more than three-quarters (83 percent) of MLB.com's listeners are between the ages of 25 and 54, with a quarter (25 percent) in the 25- to 34-year-old bracket. MLB.com's listeners are predominantly male (89 percent). Sixty percent of the listening to the games occurred at home and 33 percent occurred at work.
"Arbitron's Webcast Profiles demonstrate the extraordinary buying power of the World Series audience on MLB.com," said Bill Rose, vice president and general manager, Arbitron Webcast Services, Arbitron, Inc.
The Arbitron Webcast Audience Profile for MLB.com was conducted from October 27 to November 4 of 2001 through randomly selected listeners of the World Series games. Each chosen participant received a survey on his or her computer with several quick and easy questions. Over 770 of the selected sample of MLB listeners selected participated in this survey.
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