Pandora to Stop Monthly Audience Estimate Releases
Pandora has been releasing its own audience metrics each month since March 2012 and now plans to stop this practice in June.
The company plans says it will continue to release audience numbers quarterly.
The change is in response to Media Rating Council’s accreditation of Triton Digital’s Webcast Metrics Local cross-platform radio measurement service. WCML is a market-specific version similar to Triton’s national streaming measurement product, which is also MRC-accredited.
Pandora has been integrated into this service, we reported, and believes “advertisers can now access the necessary tools to make accurate side-by-side comparisons,” between over-the-air and streaming radio.
Meanwhile, for the month of February, Pandora says its listener hours were 1.51 billion, an increase of 9% from February 2013. Pandora claims its share of total U.S. radio listening is now 8.91%.