Pandora wants everyone to know (Pssst - advertisers) that the company is creeping into the local markets gaining listeners. This morning Pandora released listening numbers in collaboration with Edison Research for the month of July. Pandora Founder and Chief Strategy Officer Tim Westergren says ?Radio is radio. Pandora is simply a smart buy for local advertisers as well as national ones. In fact, some advertising agencies are designating Pandora with the call letters ?WPAN.? Listeners are increasingly turning to Pandorapersonalized radio to listen to music at home, at work, in the car and all points in between. It's a great platform for advertisers to connect directly with their audience throughout the day.?
Edison Research President Larry Rosin said ?We analyzed and converted Pandora?s data into AQH (average quarter hour), which is the standard metric for radio advertising buying. We believe this data demonstrates the significance and scope of Pandora?s audience at the local level, especially among 18-34 and 18-49 year olds.? Edison Research examined how many listeners tuned into Pandora, how long each person listened and then converted that data into Average Quarter Hour metrics using industry-accepted methodology. In order to qualify as a listener, a person had to listen for at least five minutes within a quarterhour period. Also, for this analysis, Edison did not include Pandora One subscribers who are not served any ads.
July Ratings
Monday-Sunday, 6.00 a.m. ? midnight
An average quarter hour (AQH) rating of 1.0 means an average of one percent of a target population is listening to Pandora for at least five minutes or more during any 15 minute window between 6.00 a.m. and midnight.
New York
Adults 18 ? 34 = .7 AQH rating
Adults 18 ? 49 = .5 AQH rating
Los Angeles
Adults 18 ? 34 = .9 AQH rating
Adults 18 ? 49 = .6 AQH rating
Chicago
Adults 18 ? 34 = .7 AQH rating
Adults 18 ? 49 = .5 AQH rating
San Francisco
Adults 18 ? 34 = .9 AQH rating
Adults 18 ? 49 = .6 AQH rating
Dallas ? Ft. Worth
Adults 18 ? 34 = .8 AQH rating
Adults 18 ? 49 = .5 AQH rating
Houston
Adults 18 ? 34 = .8 AQH rating
Adults 18 ? 49 = .5 AQH rating
Atlanta
Adults 18 ? 34 = .7 AQH rating
Adults 18 ? 49 = .5 AQH rating
Philadelphia
Adults 18 ? 34 = .7 AQH rating
Adults 18 ? 49 = .5 AQH rating
Washington, DC
Adults 18 ? 34 = .9 AQH rating
Adults 18 ? 49 = .6 AQH rating
Boston
Adults 18 ? 34 = .8 AQH rating
Adults 18 ? 49 = .5 AQH rating
(7/29/2011 9:21:15 AM)
Michigan Broadcaster....just to make sure your ignorance is not gone unchecked.....The last time I checked I found the difference between share and ratings fairly straightforward....any rating implies an average of "x" percent of a target population is listening to a specific station for at least five minutes or more during any 15 minute window between 6.00 a.m. and midnight. Try the wheat toast with your eggs and GO BUCKEYES!
(7/29/2011 8:14:26 AM)
Share = % of listening vs people using the medium. Rating is % of people listening vs the entire target group whether using the medium at that time or not. In this case, looks like "rating" to me.
(7/28/2011 6:03:49 PM)
I think Pandora is confusing AQH RATING with AQH SHARE. Big difference. I also think there will be a lot of egg on a lot of faces shortly.
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