The Media Audit Report Highlights Top Radio Websites

A new study highlighting commercial and non-commercial radio website reach across 80 U.S. cities reveals that Portland, Oregon's KOPB-FM is the top radio station website in the country.

According to The Media Audit report, more than 385,000 out of a total metro population of nearly 2 million have visited the public radio station's website in the past 30 days.  The figure represents an impressive 19.8% reach with adults 18+ in the Portland, Oregon metro area.

Buffalo, New York's WGR-AM ranks second in the study, with 6.2% of the metro area's population having visited the station's website in the past 30 days, followed by Little Rock, Arkansas' KLAL-FM (5.5% website reach), Sarasota, Florida's WSRZ-FM (5.4%), and Tulsa, Oklahoma's KRMG AM/FM (4.7%).

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. 

According to the same study, there are three radio clusters that have reached double digits insofar as unique monthly visits to all of the stations websites belonging to one group in a single market. Ranking number one is Bonneville in Salt Lake City, where collectively, the group's radio websites reach 11% of the metro area in a 30 day period.  The group currently operates three radio stations in Salt Lake City.

Ranking second is Entercom in Buffalo, with a 10.9% rating in unique monthly visits to their radio station websites, while Clear Channel in Columbus, Ohio has a 10% reach with adults 18+ in the Columbus metro area. Currently, Entercom operates seven radio stations in the Buffalo market, while Clear Channel operates six stations in Columbus.

Even more significant is the reach of radio station websites in larger markets. In New York City, for example, those stations belonging to CBS Radio reach more than 434,000 adults 18+ in unique monthly web visits, followed by Clear Channel's radio station websites reaching more than 420,000 website visitors in the same market. Those stations belonging to CBS in Chicago reach more than 367,000 in unique monthly website visits.