7-12-2012
We had quite a few questions from readers this week after posting the numbers Pandora sent out regarding overall radio listening in the United States. Not to mention we are always skeptical when research and "numbers" are just thrown out in a press release. So we asked the folks at Pandora how they came to the conclusion that they now own the ears of nearly 6% of total U.S. radio listeners.
Here is what they told us about how they came to that conclusion. "We arrive at the calculation using data from Triton Digital, Arbitron and the U.S. Census. The estimated total hours includes satellite radio." The answer wasn't as specific as we would have liked, not did it detail any formula used to come to the 6% conclusion. The 5.98% number from the Pandora press release amounts to an increase from 3.37% Pandora said it had one year earlier.
(7/13/2012 4:16:13 AM)
Re "they now own the ears.." Good luck on THAT.
Ask anyone in radio. NO one "owns" any listener ear.
We work hard to earn it every day, and the attitude that because in their own survey they went from a 3 to a 6 has nothing to do with whether they are getting that same 6 today or tomorrow, even if the stats are reliable, based on standard replicable survey methodology.
"The 5.98% number from the Pandora press release amounts to an increase from 3.37% Pandora said it had one year earlier." Who cares! I don't know about PPM. I know about Arbitron's methodology, PPDV, and the disclaimer at the back of the book. I've studied it, been certified on it, lectured about it and taught it at a well-respected university.
One set of "numbers" is as good as another. Arbitron calls them estimates.
The broadcasters call them facts.
Pandora is doing the same thing.
(7/12/2012 1:17:28 PM)
Pandora is a big bubble that will eventually burst. But I'm sure there will be another Tim Westergren wannabe right behind them to give the radio-haters-in-radio another reason to bite the hand that feeds them.
(7/12/2012 11:44:02 AM)
If Pandora wants anyone to believe its 'numbers', let it release the information it is paying royalties on.
Pandora has those numbers available, because they gave had to report them and guarantee their accuracy, let them release those, then lets see how it compares to radio.
(7/12/2012 11:26:49 AM)When I tried my hand at sales years ago, my sales manager said "If you take a client to lunch and they ask you to see numbers, grab a napkin and write some down. It's just as meaningful." More recently, an old sales guy told me "When you get the books, it's easy to make your station look number one somewhere. You just have to know how to work the numbers." I trust Pandora numbers just about the same amount...
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