Your Comments on the Recent Pandora Numbers
We had quite a few questions from readers this week after posting the numbers Pandora sent out regarding overall radio listening in the United States. Not to mention we are always skeptical when research and "numbers" are just thrown out in a press release. So we asked the folks at Pandora how they came to the conclusion that they now own the ears of nearly 6% of total U.S. radio listeners.
Here is what they told us about how they came to that conclusion. "We arrive at the calculation using data from Triton Digital, Arbitron and the U.S. Census. The estimated total hours includes satellite radio." The answer wasn't as specific as we would have liked, not did it detail any formula used to come to the 6% conclusion. The 5.98% number from the Pandora press release amounts to an increase from 3.37% Pandora said it had one year earlier.
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As a wise old man once told me....."Son, numbers are like prostitutes. Once you get them on the sheets you can do anything you want with them."
|- Gabe Hobbs|
(7/13/2012 4:16:13 AM) |
Re "they now own the ears.." Good luck on THAT.
Ask anyone in radio. NO one "owns" any listener ear.
We work hard to earn it every day, and the attitude that because in their own survey they went from a 3 to a 6 has nothing to do with whether they are getting that same 6 today or tomorrow, even if the stats are reliable, based on standard replicable survey methodology.
|- Jaye Albright|
(7/12/2012 2:31:27 PM) |
"The 5.98% number from the Pandora press release amounts to an increase from 3.37% Pandora said it had one year earlier." Who cares! I don't know about PPM. I know about Arbitron's methodology, PPDV, and the disclaimer at the back of the book. I've studied it, been certified on it, lectured about it and taught it at a well-respected university.
One set of "numbers" is as good as another. Arbitron calls them estimates.
The broadcasters call them facts.
Pandora is doing the same thing.
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