Pandora’s Local Market Clout

Pandora released audience data today showing that they have grown their audience by 50% or more in top markets across the country in the past year. Releasing data that compares January’s audience stats with “holiday 2011″ stats, Pandora now claims to have a 1.0 rating with Adults 18-34 in top markets across the country. 

The report uses audience information provided by Pandora and analyzed by Edison Research using methodology that resembles that used by Arbitron, however, they make no specific comparisons to Arbitron’s reports or other stations in their press release. Releasing audience data in this form enables advertisers and agencies to assimilate Pandora’s audience reach with traditional broadcast radio stations’ reach. This assimilation of data and direct comparison to broadcast audience data is precisely the kind of thing that some broadcasters are trying to prevent.

It’s a powerful statement about Pandora’s popularity that they are able to deliver a 1.0 rating in all of the top ten markets in the US with Adults 18-34. You can read the press release here.

 

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