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Pandora Claims Localized Markets Gained Massive Audience, Listening Time in 2011

Published on January 23, 2012

Pandora, the personalized online radio provider has announced its 2011 full year ratings, and claims an average quarter hour (AQH)  1.0 among adults 18-34 in top radio markets.
Pandora claims ratings hikes of—

  • 50 to 100 percent growth in in all of the top radio markets for adults ages 18-34 and 18-49
  • 100 percent in the New York, Atlanta, Dallas-Ft. Worth and Boston metro survey areas (MSA)

According to a press release, an AQH rating of 1.0 means an average of 1% of a target population listening for five or more minutes within a quarter hour, and between 6.00 a.m. and midnight.

Pandora claimed 44 to 75% cume increases in each local market, and with the Atlanta and Dallas-Ft. Worth areas posting the largest cume gains. A cume is the weekly measure of the total number of unique Pandora listeners in a given market. During the December 2011 holiday season, ratings revealed that Pandora reached an AQH of 1% among adults ages 18-34, and a weekly cume of 22+% in each of the top local radio metro survey areas.

The findings were compiled and vetted by market research firm Edison Research, which analyzed Pandora data to determine exactly how many listeners tuned in and how long each listened. Edison did not include Pandora One subscribers, who pay a premium not to listen to advertisements.