A new study from The Media Audit finds that male oriented programming and formats aimed at wealthier demographics are most likely to drive traffic toward radio stations' Web sites. The company surveyed over 118,200 adults in 88 markets between January 2006 and April 2007 to find which radio formats' Web sites were most popular.

Modern Rock stations had the highest percentage of listeners heading to stations' Web sites, with males making up 61.6 percent of that format's listeners. Also, 22.6 percent of Modern Rock listeners have an income over $100,000.

The next highest percentage of listeners who visit stations' Web sites came from Triple A, followed by Sports, Rock and Jazz. The rest of the top ten formats were Talk, Public Radio, Classic Rock, Classical and CHR.

"The perception is that younger people are so oriented to the internet that we expected to see younger oriented formats dominating the list of top radio website visitors. However that isn’t the case," said Bob Jordan, President of The Media Audit. "Four younger (18-34) formats (Modern Rock, Rock, CHR and Dance CHR) were evenly spread across the top 15 formats for radio web visitors. Three older skewing formats (55+ demo): Talk, News/Talk and Classical, were also spread across the top 15 formats.”

Additionally, ten of the top 15 most popular formats made the Media Audit's list of the top 15 formats for listeners visiting Web sites. Country is the fourth largest radio format, but did not crack the top 15 in terms of Web site visitation.