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Does Pandora Really Have 500K More Listeners Than KIIS in L.A.?
4-24-2012
That could be what L.A. advertisers are being pitched after a recent survey released by The Media Audit. According to the survey, done in September and October of 2011, 1.9 million people listened to Pandora while 1.4 million listened to KIIS-FM.
The Media Audit survey is done twice a year. The problem with surveys and samples and diaries and meters is none of them are 100% accurate and pretty much all of the data can be used in various ways to make anyone look like they have great numbers. Move a daypart here, alter a demo there and before you know it, you have a presentation ready to roll. If an advertiser today sees the Media Audit survey from October of 2011, are those number still valid six months later? Now more than ever, with so many audio options available to both listeners to listen on and advertisers to advertise on, an accurate system is needed for all.
According to The Media Audit survey, Pandora is listed as the number one radio station in the Los Angeles market. During the months of September and October, The Media Audit conducted phone surveys of adults 18+ who said in the previous week they had listened to Pandora. Pandora was followed by KIIS-FM/KVVS-FM, KNX-AM, KROQ-FM and KOST-FM.
And just to illustrate how wacky the entire radio and audio ratings system can be, according to the Los Angeles PPM ratings in March, listed at All Access, KFI-AM was first (not listed in the Media Audit top 5), KIIS-FM was second, KOST-FM was third (not listed in the Media Audit top 5), KBIG-FM was fourth (not listed in the Media Audit top 5) and KPWR-FM was 5th (not listed in the Media Audit top 5). KROQ-FM, listed third by Media Audit is 14th according to Arbitron and KNX-AM, listed 2nd by Media Audit is listed 16th by Aribitron.
Of course the response to the radically different numbers would be: one survey was 6 plus and the other was 18 plus. Really?
What's an advertiser to believe?
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(4/29/2012 10:35:49 PM) Radio? Radio?? Really??? I don't know anyone -- anyone -- that listens to conventional radio anymore. Demographics? Mine is 40 to 50 somethings who grew up on R&R and have invested our expendable income in every music media since the 45. Only important factor bout us - we have money. Secondary demo is my kids. 13 to 22. Male, female. All of em and their friends listen to music like crazy. But none of em, nor their friends, listen to radio. Nada, none, not a one. All of us instead listen to, in varying proportions -- Sirius XM, or straight internet radio (like Radio Paradise!) or Pandora, or our iTunes, or our Rhapsody, our you name it. But radio? Forget it. |
| - Keelaay |
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(4/25/2012 6:42:29 PM) Pandora is so full of c--p. And this was wheeled out just in time so that Clear Channel can claim they need to own every radio station in LA to compete with this non-radio fiction. Remember Pandora is NOT RADIO. It is a wanna be juke box, that has a business model that leads to the poor house. I trust the Sound Exchange will now send them a bill for millions of dollars for royalties. |
| - saul levine |
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(4/25/2012 4:53:11 PM) Despite Bob Pittman stating that Pandora isn't "really radio", it is if the listener preceives it as that and listens to it instead of terrestial radio. Pandora is trading at $8.57 a share, and they aren't making a profit yet. They'll have to start selling a lot of adds and adding more and more commercials to become profitable. And when Pandora adds more and more commercial units, some of their listeners will go to other services. |
| - Ed |
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(4/25/2012 2:32:02 PM) This is really easy. If you are under the age of 40 and have a pulse, you know that Pandora is listened to more than any LA radio station. It's everywhere. In cars via their app. In offices. It provides what radio doesn't provide. Incomparable choice and fewer commercials. As radio steps back further and further withdrawing from the innovation and creativity which attracts audiences, Pandora, Spotify, Mog, Rdio, Sony's new radio service and others will continue to take radio's audience |
| - Bob |
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(4/25/2012 2:04:44 PM) Pandora (and the Pandora water carriers) love to classify radio as "dead", but they won't let radio rest in peace. If radio is so irrelevant in 2012, why is Pandora so obsessed with proving how much better they are? Do your think and leave what's left of radio alone. I think television has a bigger problem with DVRs skipping over commercials and most shows available online, yet nobody seems to be questioning the effectiveness of TV ads vs. other media. |
| - Joe |
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