Radio Evangelist

Thoughts of a Evangelist for Radio in all its forms

Posts Tagged ‘pandora’

Pandora and Local Radio

Posted by Steve on March 4, 2010

Harker Research posted an interesting analysis a few weeks ago, comparing the ratings of Pandora to those of the typical terrestrial radio station. Here’s the main point:

If we divide Pandora’s AAS by the US population, we’ll have their rating. The 12+ population of the US is about 256 million, so Pandora’s national rating is something like 0.1. It might be a little higher in some markets, a little lower in others, but on average Pandora has the same average listenership as a typical niche programmed AM station, ranked outside the top 20.

This ties into my earlier point about Pandora’s time spent listening. There’s a lot of tune-in to Pandora, but not a lot of stickiness.

Read the Harker Research piece here.

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Pandora Listeners Do Not Seem to Listen Long

Posted by Steve on March 1, 2010

Ando Media released their January rankings of streaming audio entities last week. Pandora is on top of the heap in “session starts,” with 100 million plus. Pretty impressive, even when you consider that this is as duplicated number and not an unduplicated measure like cume.

But the really interesting bit is that Pandora listeners spend less than an hour with the service for each session, on average. In comparison, Cox Radio’s streaming listeners spend over two hours for each session, Saga and Citadel’s spend considerably more than 3 hours.

There has been a lot of talk about the stickiness of Pandora, but these numbers expose the fact that the service is cool, but boring. People are finding that the streams from broadcasters like Saga, Cox, Citadel, CBS and Clear Channel are more than twice as engaging.

As more streaming moves from the home and office to the car, it will be interesting to see how these numbers play out. For example, will Pandora listeners bring their listening to the car? The stats will show those connections as additional session starts. For listeners of terrestrial stations who use the stream when in the office and listen to the same station in the car, the behavior might well be to forgo listening on IP devices and revert to the car radio. This will be a complicated behavior to measure; PPM is probably the only tool that can do it.

The complete pdf of the Ando Media January report is available by clicking this link.

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