iab_porfolio

Emerging digital media analysis: Online Radio

 

The goal

IAB through the Online Radio Committee, challenged us to research media from a user’s perspective in order to understand the interaction between online radio and users’ opinions.

The approach

Declarative methodology for a better understanding of the internet user’s universe and views through a representative cluster. CAWI survey (Computer-Assisted Web Interviewing). Online panels.

The result

“Deep knowledge about most influential comsumption habits in online radio development. Differential value and overlap with other supports / media. Audience demographic profile. Target perception (about content and advertising). Online radio formats added value”.

 


Belén Acebes  
Marketing and Research
Director in IAB Spain.
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