1-22-2012
Pandora says analysis of its listenership by Edison has resulted in big gains in 2011. Pandora claims full year listenership has now reached an AQH rating of 1.0 or more among adults 18-34 in the top radio markets. Edison Research analyzed Pandora data to determine how many listeners tuned in, how long each listened, and then converted that into AQH and weekly cume metrics using industry accepted methodology for metro survey areas.
Pandora says it has experienced 50 to 100 percent growth in AQH ratings in all of the top radio markets for adults ages 18-34 and 18-49, with the largest AQH gains of 100 percent in the New York, Atlanta, Dallas-Ft. Worth and Boston metro survey areas. Pandora posted 44 to 75 percent cume increases in each local market with the Atlanta and Dallas-Ft. Worth areas posting the largest cume gains.
Here is thefull press release
Here are details on how the data is analyzed by EdisoN:
Listeners
Only registered users are counted. Registered users are Pandora users who have created an account, providing their age, gender, zip code and email address. Pandora One subscribers or listeners who are not registered (anonymous users) are not included in the analysis. In addition, no attempt is made to determine if more than one person is listening at a time.
Audience Measurements
Average Quarter Hour
In order to qualify as having listened, a listener must have listened for at least five minutes during a quarter hour. Listening does not need to be contiguous during a quarter hour. Time is measured in seconds. In cases where a listener skips, pauses, changes stations or leaves Pandora before a song completes, the actual time listened prior to the action is counted and not the entire song length. When listening to a song crosses into a subsequent quarter hour, each quarter hour is credited with its share of time. Any qualifying quarter hour is included in the average quarter hour calculation (AQH).
Qualifying Data
Data sent to Edison are a subset of the same data sent to SoundExchange for reporting royalty payments, information about which is included in our financial statements, which are audited by our independent auditors, Ernst & Young, and filed with the SEC. Only registered users listening in the analyzed markets are included.
Limitations
Edison accepted the validity of the data provided by Pandora.
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