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in May, online and mobile audiences of CBS RADIO’s stations, as well as those
of AOL Radio and Yahoo!, for the first time will begin hearing live audio
commercials hosted by known and trusted station personalities. “Live reads” are among the most successful
form of over the air radio advertising with recall and response rates far above
other traditional forms of advertising.
Advertisers will have access to listeners
of the No. 1 internet radio service with more than 500 streaming radio stations
from CBS RADIO, AOL Radio and Yahoo! including various formats and demographic
audiences to which to target their message.
CBS RADIO, who partnered with AOL Radio and Yahoo! in March and December
2008, respectively, sells all related inventory associated with the properties.
The live online commercials will be sold and voiced apart from CBS RADIO stations’
over the air presentation.
“Leveraging a technique that
enhances the audiences’ experience with our over the air stations to our digital
properties will result in deeper online and mobile engagement, and listener satisfaction,”
said David Goodman, President, Digital Media and Integrated Marketing. “Our local personalities have brought to life
many an advertiser’s product in a way that no other medium can replicate –
seamlessly integrating commercials into programming in a way that feels natural
and unobtrusive. That same spontaneous
quality that works so well on-air can just as easily translate online with the
same if not better results for our clients."
Streams of the radio stations are available online, and on
mobile devices such as the iPhone and select Blackberry devices. The AOL Radio iPhone application has been
downloaded more than 3.5 million times since its launch in July 2008. In February, CBS RADIO logged more than 5.2
million unique listeners who streamed in excess of 66 million total listening