4-10-13
The folks at Jelli believe so. The company says it has new data that shows a direct correlation between an increase in social engagement with higher ratings. During a 13 week period, Jelli measured weekly active registered users who were using Jelli?fs online or mobile app to vote to choose the music played during live broadcasts on five different radio stations based in four cities across the United States. Here's what they found
?? Weekly social engagement for the sample stations increased 127%, and
?? Ratings (i.e., weekly cume) for those stations increased 30%.
The five radio stations measured were owned by three different radio groups and represented a range of musical formats. There was no common promotion or other connection between the stations, other than the use of the Jelli platform to enable their audiences to choose the music broadcast on air in real time.
In addition to driving ratings, Jelli also measured how the audience reacted to radio spots served when the audience was engaging with the broadcasts. When a radio spot played on the air, a synched display ad from the advertiser was presented to the listeners online and via mobile apps.
The results were:
?? 0.10% to 0.15% of the weekly cume ratings base (i.e., all listeners) took some action with the advertising. This is roughly two to three times typical performance of online display advertising, and
?? 1 to 3% of logged-in listeners clicked through on the display portion of the ad.
?gOur data shows that higher social engagement levels can have a direct impact on increasing overall audience size as measured by traditional ratings,?h said Mike Dougherty, Jelli?fs CEO. ?gIn addition, adding a ?efeedback loop?f to a one-way broadcast can drive measurable brand engagement with the traditional radio spots aired on these broadcasts.?h
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