Pandora’s Local Market Ratings Report for September

Pandora has issued a second month’s worth of its local market ratings report which shows that they continue to build audience and develop a strong audience share in large local markets. Their “listenership analysis” is calculated by Edison Research and is meant to provide a comparable AQH and AQH rating for Pandora in certain local markets that can enable advertisers to include the station on campaigns specific to those markets.

Pandora’s position is strong with Adults 18 to 34 and 18 to 49. According to Edison Research, Pandora received a 1.0 average quarter hour (AQH) rating in September 2011 for the 18-34 demographic in the Los Angeles, San Francisco, Washington D.C. and Portland, OR markets. This rating indicates how popular each quarter-hour of Pandora is among the entire population of a market. The report also revealed growth in the Chicago, Dallas, Houston, Atlanta and Portland markets among adults 18-34.

Edison Research used industry-accepted methodology to determine the AQH and AQH ratings in each local market, calculating number of listeners, length of listening, and using metro survey area data. They discarded listening sessions less than five minutes and listening sessions to Pandora One, their ad-free subscription service.

It’s clear from the information below that Pandora has a strong audience in major markets and is in a position to compete for local radio dollars on that basis. As I mentioned in a post earlier this week, there seems to be only one arguable issue with regard to these ratings and that is that AQH numbers on their own cannot speak to the reach of a station – there is no element that determines if the listeners are unique. Cume is the portion of ratings that determines that, and we aren’t seeing any of that in these reports. Which simply gives critics something to sink their teeth into..

September 2011 Pandora Radio Ratings
Monday-Sunday, 6.00 a.m. – midnight

New York
Adults 18 – 34 = 0.7 AQH rating
Adults 18 – 49 = 0.5 AQH rating

Los Angeles
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating

Chicago
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.5 AQH rating

San Francisco
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating

Dallas – Ft. Worth
Adults 18 – 34 = 0.9 AQH rating
Adults 18 – 49 = 0.6 AQH rating

Houston
Adults 18 – 34 = 0.9 AQH rating
Adults 18 – 49 = 0.6 AQH rating

Atlanta
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.6 AQH rating

Philadelphia
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.5 AQH rating

Washington, DC
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating

Boston
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.6 AQH rating

Portland
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating

*September 2011 is defined as August 18, 2011 to September 14, 2011

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2 responses

  1. I’d like to know if there is any ceiling on length of listening? I visualize a computer playing to an empty room… I realize Pandora has the “are you still there” window pop up after X amount of inactivity… what is that “X amount”? Plus how is that session then handled by Edison?

  2. The session is handled by Edison as a session. And you are correct, people can walk away from computers and there can be a period of time when a session does not have a listener. I’m not sure how long before they ask if you are still listening, but I think the fact that they can tell after a period of time that you may not be, and ask about it, actually makes the argument that it’s pretty credible.

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