Convert existing stream audience into revenue: Pretoria FM
An additional income stream, results that exceeded expectations, and no need to build a separate digital sales operation.
For years, Pretoria FM’s online stream helped listeners tune in beyond its FM coverage area. That same audience has now become a source of advertising income, generating revenue equivalent to roughly nine times the streaming platform cost during its first eight months of digital audio monetisation.
See how the station turned an existing online audience into additional revenue.
As Station Manager James Kemp explains:
‘The income generated through online streaming is a welcome addition to our advertising income. It is more than I personally initially anticipated.’
Pretoria FM generated this revenue without building a new audience or establishing a separate digital sales operation. It is now preparing to expand its own direct sales of digital audio advertising, drawing on the experience gained.
For stations concerned about the work involved in getting started, this offers a practical example. Understanding where people listen and how they use the service helps turn online listening into inventory advertisers can buy.
With technology that makes delivery and reporting manageable, and access to suitable advertising demand, your station’s existing stream could offer a similar opportunity.
This case study explores how the station made this work, including its commercial results and the foundations other broadcasters need to get started.
Ready to explore the opportunity? Download the free case study or contact us at sales@iono.fm.
See also our case study on how Algoa FM used streaming to add commercial value to existing radio campaigns.