Your Station and Pandora: Frenemies?
Longer experience with Pandora doesn’t equate to
less listening to broadcast radio.
So says NuVoodoo
Media Services, based on results from its research. It says it interviewed 1,100
people in the PPM markets, continuing its exploration of the relationship
between broadcast radio and the popular digital music provider.
“The findings indicate that 62% of Pandora users listen to
Pandora at least 30 minutes per day and nearly as many Pandora users spend that
much time daily with broadcast radio,” it stated. “Per the graph below, as
Pandora experience increases, so does the percentage that listen to it at least
30 minutes. But the percentage spending at least that much time with broadcast
radio did not decrease.”
Radio World inquired whether
the study had been done on behalf of a particular client or company. A
spokeswoman replied, “NuVoodoo conducted the study as a service and benefit to
their client stations. It was not commissioned by anyone.” The firm is headed by Carolyn
Gilbert, who started Critical Mass Media in the 1980s and has worked in
prominent research roles at Clear Channel and Tribune; NuVoodoo formed in 2010
to serve the radio, television and newspaper markets.
NuVoodoo says people who’ve spent more time with
Pandora tend to increase their daily time spent listening from the service but
claim not to reduce their TSL with broadcast radio. It considers this “a huge opportunity for radio.” It also plans
to release more findings, including data about which social media platforms are
experiencing more or less user traction. It makes the full details available to
its clients for use in station ratings strategies, marketing and promotions.