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July 29, 2011

Pandora says "They are the Number 1 Radio Station in New York and elsewhere"


"Radio is radio," said Tim Westergren, "Pandora is simply a smart buy for local advertisers as well as national ones. In fact, some advertising agencies are designating Pandora with the call letters 'WPAN.' Listeners are increasingly turning to Pandora personalized radio to listen to music at home, at work, in the car and all points in between. It's a great platform for advertisers to connect directly with their audience throughout the day."

Pandora's research is not based on a share of all potential radio listeners but on the numbers of listeners every 15 minutes. An average quarter hour (AQH) rating of 1.0 means an average of one percent of a target population is listening to Pandora for at least five minutes or more during any 15 minute window between 6.00 a.m. and midnight.

For example in New York, Pandora has a 0.7 AQH rating. That tops Z100 and Hot 97; each has a 0.6 rating. Converting that data to an Arbitron ratings scale means Pandora would have close to a 8.0 share of all adults 18-34 listening in NYC, which would make it number one.

Here is the full press release from Pandora .

July Ratings for Pandora Radio Show Significant Presence in Top Local Markets

Los Angeles, New York, Chicago, San Francisco Number Among Top Markets Where Pandora Enjoys a Strong Presence Among Adult Listeners 18 - 49

OAKLAND, Calif., July 28, 2011 /PRNewswire/ -- Edison Research today released audience analysis that showcases ratings for Pandora internet radio (NYSE: P) in top local markets in the United States. The numbers were announced at a Pandora Radio Innovators Summit in Los Angeles where Pandora Founder and Chief Strategy Officer Tim Westergren spoke with media buyers.

"Radio is radio," said Westergren, "Pandora is simply a smart buy for local advertisers as well as national ones. In fact, some advertising agencies are designating Pandora with the call letters 'WPAN.' Listeners are increasingly turning to Pandora personalized radio to listen to music at home, at work, in the car and all points in between. It's a great platform for advertisers to connect directly with their audience throughout the day."

Said Edison Research President Larry Rosin, "We analyzed and converted Pandora's data into AQH (average quarter hour), which is the standard metric for radio advertising buying. We believe this data demonstrates the significance and scope of Pandora's audience at the local level, especially among 18-34 and 18-49 year olds."

July Ratings

Monday-Sunday, 6.00 a.m. –midnight

An average quarter hour (AQH) rating of 1.0 means an average of one percent of a target population is listening to Pandora for at least five minutes or more during any 15 minute window between 6.00 a.m. and midnight.

New York

Adults 18 – 34 = .7 AQH rating

Adults 18 – 49 = .5 AQH rating


Los Angeles

Adults 18 – 34 = .9 AQH rating

Adults 18 – 49 = .6 AQH rating


Chicago

Adults 18 – 34 = .7 AQH rating

Adults 18 – 49 = .5 AQH rating


San Francisco

Adults 18 – 34 = .9 AQH rating

Adults 18 – 49 = .6 AQH rating


Dallas – Ft. Worth

Adults 18 – 34 = .8 AQH rating

Adults 18 – 49 = .5 AQH rating


Houston

Adults 18 – 34 = .8 AQH rating

Adults 18 – 49 = .5 AQH rating


Atlanta

Adults 18 – 34 = .7 AQH rating

Adults 18 – 49 = .5 AQH rating


Philadelphia

Adults 18 – 34 = .7 AQH rating

Adults 18 – 49 = .5 AQH rating


Washington, DC

Adults 18 – 34 = .9 AQH rating

Adults 18 – 49 = .6 AQH rating


Boston

Adults 18 – 34 = .8 AQH rating

Adults 18 – 49 = .5 AQH rating



Edison Research examined how many listeners tuned into Pandora, how long each person listened and then converted that data into Average Quarter Hour metrics using industry-accepted methodology. In order to qualify as a listener, a person had to listen for at least five minutes within a quarter hour period. Also, for this analysis, Edison did not include Pandora One subscribers who are not served any ads.

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