After issuing custom research numbers form Edison Research in July that it claimed were the equivalent of local radio average quarter hour (AQH) Pandora Media has followed up with more numbers for September. The streaming audio company claims the data “continues to illustrate Pandora’s significant presence in the top local markets in the United States among adult listeners 18-34 and 18-49.”
Whether the numbers have any validity in being compared to AQH numbers from Arbitron’s PPM data is disputed by broadcasters. What is certain, though, is that Pandora is out using them to sell time to local advertisers.
“We’re seeing a growing wave of local advertisers shifting their terrestrial broadcast budgets to internet radio. Everyone from local car dealers, hotels and real estate dealerships, to supermarkets and universities have discovered the power of Pandora personalized radio to connect with their local audience,” said Tim Westergren (pictured), Chief Strategy Officer and Founder of Pandora,
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. Unlike PPM data, that combines listening from an unlimited number of Pandora streams in diverse genres of music.
Pandora said the latest report also revealed growth in the Chicago, Dallas, Houston, Atlanta and Portland markets among adults 18-34.
For the first time Edison’s analysis included ratings for Portland. Pandora recently opened an office in Portland to sell local advertising.
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
RBR-TVBR observation: No doubt our readers will have more comments to post about these purported AQH numbers. These so-called “ratings” aren’t going away. (post your comment below)
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