Bridge Ratings Survey Compares Advertising Effectiveness Of Radio Vs. Pandora
June 18, 2012 at 3:41 AM (PT)
Those of you familiar with BRIDGE RATINGS' media behavioral research know they recently released select findings from a study they did in Q1 2012 regarding the effectiveness and sustainability of PANDORA (NET NEWS 5/1). The study was proprietary, but the client allowed BRIDGE RATINGS to release some of the findings on its website and FACEBOOK page.
It generally concluded that over time, satisfaction and use of PANDORA diminishes -- as the study claims only approximately 15% of PANDORA's 155 million registrants actually use the service in the course of a week.
BRIDGE RATINGS Chairman/Founder DAVE VAN DYKE was willing to share some other information from the study that previously had not been made public, that looks at PANDORA and radio from the perspective of media behavior by listeners. The newly-released information is related to awareness levels of advertising on both radio and on PANDORA -- and shows that there is a difference between the value for advertisers of ads run on radio compared with ads run on PANDORA.
View that finding here.
The study shows that people "are far more attuned to commercials on radio than they are on PANDORA. The longer people listen to PANDORA, the more 'deaf' they are to advertising on it. People who have listened to PANDORA for two years are only 20% likely to remember ads on it. Radio held its awareness level of 90% over time."