The most recent ratings related press release from Pandora arrived this week, touting that “National audience metrics for June 2012 show that among the adult 18-49 demographic (demo), Pandora has a weekly cume of 25,333,249” – up 6% from March Webcast Metrics audience data. But here’s the big news, straight from the announcement:
The June 2012 Triton Webcast Metrics ratings rank Pandora as the largest adult 18-49 radio network in the U.S. when compared to radio networks in the Arbitron June 2012 RADAR 113 report.”
Pandora now provides monthly AQH and Cume ratings in three key demos in the top ten markets, something which has gone a long way in helping them gain favor with ad agencies. Pandora Chief Revenue Officer John Trimble said, ” These metrics are helping the radio advertising industry make informed buying decisions between terrestrial and internet radio.”
You got that right. Starcom Executive Vice President of Local Activation Kevin Gallagher said, “It’s no secret that an increasing amount of audio is consumed online. With Triton Webcast Metrics ratings, we will be able to compare, as well as combine, audience delivery within the entire audio ecosystem. It’s important to provide advertisers with a holistic view of the entire radio audience to help them understand the internet radio opportunity and value proposition.”
It’s what the agencies want, numbers that make it easy to compare, analyze and make informed buying decisions. Pandora’s offering it on a silver platter and the agencies are eating it up..
All of the data available in Triton’s Media Rating Council (MRC) accredited national monthly rankers will now be available on a local market level, per an announcement yesterday by Triton Digital. Triton’s Webcast Metrics audience data will now be made available to subscribers on a local market by market basis. The updated solution will enable publishers to highlight their audience metrics within individual markets and combinations of markets as well as segment the audience across demographic attributes within geographies.
Unlike the top 20 ranker that Triton releases monthly, local data garnered through Webcast Metrics will not be released publicly. It will be the exclusive property of the subscribing publisher.
“We believe there is a substantial monetization opportunity for publishers within the local digital and mobile marketplace,” said Mike Agovino, COO of Triton Digital. “Local mobile advertising alone is expected to grow by more than $2 billion over the next several years, and this evolution of Webcast Metrics will further assist our customers in fully capitalizing on this market opportunity.”
This development has been in the making for a while – I know that Triton has been examining their local market reporting for a while with something like this in mind. And Pandora, the most listened to Internet radio station on Triton’s rankers, has been stepping up the demand for market by market ratings. In fact, a few months ago Pandora partnered with research firm Edison Research and began releasing hybrid local market ratings using Triton’s Webcast Metrics data and standard AQH formulas and comparing them to ratings and shares in Arbitron‘s local market broadcast reports.
Which caused a furor among broadcasters and their spokespeople who believe that broadcast radio should only be measured in a vacuum and never compared to other audio content sources like Internet radio or satellite radio. Of course, that’s silly — any ad supported audio content will ultimately have to measure up to any other to demonstrate performance and garner ad investments.
The fact that Triton will release local market audience data to subscribers is a great thing. In fact, I’m pretty sure it’s been available to them for a while, but the formal announcement and new product called Webcast Metrics Local ups the ante. Competition is good. It spurs development, keeps everyone on their toes, and is a sign of a thriving industry. Play on…