September 2011 Ratings From Edison Research Reveals Pandora’s Strong Local Market Position
OAKLAND, Calif. Sept. 27, 2011 – Pandora (NYSE: P), the leading personalized radio service, today announced that the September 2011* listenership analysis conducted by Edison Research continues to illustrate Pandora’s significant presence in the top local markets in the United States among adult listeners 18-34 and 18-49.
Said Tim Westergren, Chief Strategy Officer and Founder of Pandora, “We’re seeing a growing wave of local advertisers shifting their terrestrial broadcast budgets to internet radio. Everyone from local car dealers, hotels and real estate dealerships, to supermarkets and universities have discovered the power of Pandora personalized radio to connect with their local audience.”
According to Edison Research, Pandora received a 1.0 average quarter hour (AQH) rating in September 2011 for the 18-34 demographic in the Los Angeles, San Francisco, Washington D.C. and Portland, OR markets. This rating indicates how popular each quarter-hour of Pandora is among the entire population of a market. The report also revealed growth in the Chicago, Dallas, Houston, Atlanta and Portland markets among adults 18-34.
For the first time Edison’s analysis included ratings for Portland. Pandora recently opened an office in Portland to focus on the local market radio opportunity.
September 2011 Pandora Radio Ratings
Monday-Sunday, 6.00 a.m. – midnight
New York
Adults 18 – 34 = 0.7 AQH rating
Adults 18 – 49 = 0.5 AQH rating
Los Angeles
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating
Chicago
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.5 AQH rating
San Francisco
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating
Dallas – Ft. Worth
Adults 18 – 34 = 0.9 AQH rating
Adults 18 – 49 = 0.6 AQH rating
Houston
Adults 18 – 34 = 0.9 AQH rating
Adults 18 – 49 = 0.6 AQH rating
Atlanta
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.6 AQH rating
Philadelphia
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.5 AQH rating
Washington, DC
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating
Boston
Adults 18 – 34 = 0.8 AQH rating
Adults 18 – 49 = 0.6 AQH rating
Portland
Adults 18 – 34 = 1.0 AQH rating
Adults 18 – 49 = 0.7 AQH rating
Edison Research examined how many listeners tuned into Pandora, how long each person listened and then converted that data into Average Quarter Hour metrics using industry-accepted methodology for Metro Survey Areas. In order to qualify as a listener, a person had to listen for at least five minutes within a quarter hour period. Also, for this analysis, Edison did not include Pandora One subscribers who are not served any advertisements.
*September 2011 is defined as August 18, 2011 to September 14, 2011