NuVoodoo: Broadcast More Satisfying Than Pandora
Media research company NuVoodoo says broadcast
radio beats Pandora for music satisfaction.
which serves broadcast radio stations among its clients, has been dribbling out
results of its latest research, in which it interviewed about 1,100 people to
explore the relationship between broadcast radio and digital music company
“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. “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.”
It quoted VP of Research Leigh
Jacobs saying a goal was to learn whether Pandora’s algorithms create more
enjoyable playlists than broadcast humans do. “Our data show that broadcast
beats Pandora for music satisfaction — big among those who align themselves
with rock-leaning formats.” See graphic at bottom.
Jacobs said that while Pandora
and similar services offer “endless” customization, “we know that few take
advantage of all those possibilities. What it sets up is a massive number of
swing voters – consumers whose time we could pull back from Pandora with the
right promotional tactics or lower commercial loads.”
said the results “validate
our hypothesis that longer experience with Pandora doesn’t equate to less
listening to broadcast radio.”
The company makes
detailed findings available to its paying clients.
is led by Carolyn Gilbert, who founded Critical Mass Media in the 1980s and has
worked in research roles at Clear Channel and Tribune.