Southern California Broadcasters Association Takes On Pandora In Presentation
December 9, 2015 at 4:13 AM (PT)
The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION has released a presentation that takes on PANDORA with what the broadcasters call "The Real PANDORA Story," taking on the "somewhat personalized internet playlist of songs" and touting radio's advantages over the streaming service.
The presentation calls PANDORA "a good consumer product, but not a viable ad vehicle," pointing towards PANDORA's lack of local focus and personality, the difficulty of creating and controlling "workable reach and frequency" in a system with individual stream delivery, false registration information, and declining consumer satisfaction and time spent listening. The deck cites several sources to demonstrate traditional radio's strength as well as how almost all PANDORA listeners listen to radio as well. But the report stresses that "PANDORA and radio can coexist" and that not only has PANDORA's growth not come at the expense of AM/FM radio, PANDORA listeners report more radio listening than non-PANDORA listeners.
In a post introducing the presentation, the SCBA said, "We urge all SCBA member sales teams to read and then send this SCBA Special Report to all their clients this week who are considering a buy with PANDORA in 2016. It is important that our clients understand that spending money with this imploding, pureplay internet service would not be in their best interest. This SCBA Special Report also contains a link to the direct comparison of Broadcast Radio vs. Pureplay Internet Services to further enlighten your clients and agencies."
See the deck here.