Study: Pandora Users Listen To More Radio
July 8, 2013 at 11:16 AM (PT)
Data found in SCARBOROUGH’s latest six-month report found that PANDORA users are listening to more broadcast radio, not less. In fact, the research -- a weighted average across the Top 50 metros -- shows that they spend more time with AM/FM radio than non-PANDORA listeners.
For instance, PANDORA users in LOS ANGELES spend 115 minutes per day with AM/FM radio, while non-PANDORA users spend 101 minutes per day with radio. In another finding, 95% of PANDORA users tune into AM/FM radio each week.
"I find this information to be another strong indicator that people use PANDORA in addition to radio, not in place of radio," KATZ RADIO GROUP EVP/Radio Analysis And Insights MARY BETH GARBER said, "We know that radio reaches over 90% of virtually every demo group -- and now we can add PANDORA users to the list as well."