The Media Audit names radio stations', clusters' web sites with highest metro reach

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Issue Date: 
Sep 3 2013 - 11:15am

From Issue:

The Media Audit took a look at radio station websites in over 80 U.S. cities, and have named those stations and clusters that regularly reach the highest percentage of their metro adult population.

"The latest figures suggest that radio websites are growing in popularity and are becoming more important in defining the overall reach for a radio station or radio group," says The Media Audit.

Top honors for a single station belongs to public radio KOPB-FM/Portland, OR. More than 385-thousand adults of a metro population of roughly two million have visited the site in the past 30 days. The Media Audit says this reach, a whopping 19.8% of Portland's 18+ metro population, is the highest of any station site it studied. No other single station's site topped 6.2% reach.

In July, The Media Audit reported KOBP-FM has the second highest unduplicated combined on-air/web reach, 27.4% of the Portland, OR metro (San Jose KQED ranked first). At that time, the site reached nearly 22% of the adult metro population in 30 days (RAIN coverage here).

In its ranking of clusters (stations in the same metro with the same owner), Bonneville's three stations in Salt Lake City, UT collectively reach 11% of the metro every month. Entercom's 7-station cluster in Buffalo, NY is a close second with 10.9%.

Looking at the nation's top market, The Media Audit says CBS Radio sites in New York attract over 434-thousand unique visitors from the market a month, followed by Clear Channel's 420-thousand in that market.

Read more from The Media Audit here.

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