Those of us selling in radio go about selling 60 second audio advertising, many times giving a website.
How many go to those websites? Just how effective is it?
How many sell the radio 60 second spot and the coupon or visual ad on the station website where the listener is directed in the spot? Restaurant specials, happy hours, store percentage off coupons, etc.
From all my research, it seems most of the favored formats have high percentages of online users. The oldest demographics and most rural areas have the least on line percentages. Plainly put, there are some that just are not interest in going online. It seems the overwhelming majority are connected frequently.
Any research you've done and would you be willing to share general results. It just seems to me radio might not be maximizing their online presence with clients.