Research Director Asks: 'What Is Pandora Hiding?'
July 28, 2015 at 7:37 AM (PT)
In its most recent blog post entitled "How Important Are Reach And Frequency?," RESEARCH DIRECTOR, INC has challenged radio stations to take the fight to PANDORA when designing and pitching ad campaigns to their clients.
Pointing out that PANDORA could -- but chooses not to -- share the kind of reach and frequency numbers with its advertising clients that radio stations share with theirs, RDI wonders aloud why that is the case and comes to a very simple conclusion. "They don't want to share this data because … while PANDORA has a large number of people registered, only a small portion are heavy users."
To RDI, the implications are obvious -- radio can and should exploit its competitive advantage of having both frequency and reach vs. the frequency and presumably narrower reach of PANDORA's smaller group of active listeners.
"Just because PANDORA has 100,000 registered users in a given area doesn't mean you are reaching them," says RDI in its blog post, going on to add that "PANDORA will tell their advertisers how many times their message was served but not outline how many different people heard the ad and how often the average individual heard the message" and then concluding with the question "What are they hiding?"
The full blog post can be read here.