New Jersey Broadcasters Association CEO Paul Rotella sent an email this week to all NJBA members that details new data available in Scarborough’s latest 6 month report. It brings interesting new perspective on how many and how often Pandora users listen to AM/FM radio, courtesy of Mary Beth Garber, EVP/Radio Analysis and Insights for Katz Radio Group.
From the email:
· Pandora users are listening to MORE broadcast radio, not less. In fact, the research shows that they spend MORE time with AM/FM radio than non-Pandora listeners. Here’s one example from the latest Scarborough survey: In Los Angeles, Pandora users spend 115 minutes per day with AM/FM radio, while non-Pandora users spend 101 minutes per day with radio.
· 95% of Pandora users tune into AM/FM radio each week. This is a weighted average across the top 50 metros according to the latest local Scarborough six month survey.
· I find this information to be another strong indicator that people use Pandora IN ADDITION to radio, not IN PLACE OF radio.
· We know that radio reaches over 90% of virtually every demo group — and now we can add Pandora users to the list as well.
Data is from Scarborough Rel 1 2013 Aug 12-Mar 13, Adults 18+, Top 50 Metros, “Internet sites/apps visited (mo), Pandora, Listened to Radio (wk) M-Du 6A-Mid” and “AVG Daily Time Spent with AM/FM Radio”. Overall results from weighted average using top 50 metros; individual market of Los Angeles cited, information from other 49 is also available through individual Scarborough market reports.
RBR-TVBR observation: It’s pretty obvious—listeners that are passionate about music are going to listen to everything more than those that don’t. Bottom line, the Pandora listener often shares the same behavioral and demographic makeup as the music radio listener.
