“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.”
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.
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New York |
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Adults 18 – 34 = .7 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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Los Angeles |
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Adults 18 – 34 = .9 AQH rating |
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Adults 18 – 49 = .6 AQH rating |
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Chicago |
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Adults 18 – 34 = .7 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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San Francisco |
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Adults 18 – 34 = .9 AQH rating |
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Adults 18 – 49 = .6 AQH rating |
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Dallas – Ft. Worth |
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Adults 18 – 34 = .8 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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Houston |
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Adults 18 – 34 = .8 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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Atlanta |
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Adults 18 – 34 = .7 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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Philadelphia |
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Adults 18 – 34 = .7 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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Washington, DC |
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Adults 18 – 34 = .9 AQH rating |
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Adults 18 – 49 = .6 AQH rating |
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Boston |
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Adults 18 – 34 = .8 AQH rating |
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Adults 18 – 49 = .5 AQH rating |
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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.
