Like any communication vehicle, internet radio also depends on excellent audience numbers, considering that it will be one of your main arguments for commercial management.
It is extremely important that you are always monitoring audience data and tabulating it to reflect and compare results month by month, thus knowing whether it has been increasing or decreasing and understanding the days and times of peak listening. With this data, you can create actions aimed at the continuous improvement of your programming content.
Measurement should be continuous and should be an integral part of your station management process. It should include not only the audience of how many listeners are tuning in but also data on website visits, mobile app usage, and social media engagement, as all these channels should be part of your commercial negotiation package.
How to Measure Audience?
Statistics can be easily found through resources available in your own control panel provided by the streaming company, such as BRASCAST, which offers easy monitoring so you can map your audience. For mobile audience tracking, BRASCAST has a management app available for Android and iOS. You can download it to manage your radio station and monitor audience in real-time.
Google Analytics
To monitor your website's audience, you can and should use Google Analytics, which is one of the most widely used platforms in the world for measuring website content audience. With this tool, you can measure all the accesses your radio's website receives, which topics are most accessed, whether users access more from Desktop, mobile, or tablet, peak access days and times, demographic and geographic profiles, in short, a complete system for managing your audience. With all this information, just create a good presentation and include everything in it to show to your potential investors.
Social Media
On social media, the process is also simple, and platforms like Facebook and Twitter offer exclusive dashboards for you to access all the movement of your content, knowing which type of content your audience interacts with the most.
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Measuring the audience is essential for you to create targeted actions for improvement and to know what is working and what is not in your programming or regarding the content of the website and social media you are producing. Moreover, the market will require this information from you when you start working on the commercial side of the station, and regardless of the size of this investor, it is extremely professional to show where they are investing their funds and how promising your station can be in bringing good returns for them. Therefore, include audience measurement in your work routine, apply everything in a good presentation, and deliver it to investors and advertisers with the aim of facilitating business for your radio station.
