Westwood One/Cumulus' Pierre Bouvard Takes On Pandora Over In-Car Listening
April 8, 2016 at 4:18 PM (PT)
The latest blog post by WESTWOOD ONE/CUMULUS Chief Marketing Officer PIERRE BOUVARD puts PANDORA in his crosshairs with statistics to counter the streaming service's recent release on in-car listening, a topic BOUVARD charges that "they know nothing about."
Using EDISON RESEARCH, ARBITRON/NIELSEN and MEDIA MONITORS data, BOUVARD notes AM/FM radio's 72% share of in-car listening, compared to 1% for PANDORA. He also touts how radio holds 93% of its lead-in audience during commercial breaks, and how 74% of listeners in cars say they mostly leave one station on or change stations only occasionally. This is based on a study of 17.9 million commercial breaks conducted by ARBITRON.
"It’s easy to be envious of AM/FM’s massive reach and huge in-car audience," BOUVARD writes. "Sixty-six percent of streaming occurs at home as background music. AM/FM is a foreground medium with 64% of time spent occurring away from home. AM/FM is the soundtrack of the American worker.
"PANDORA wishes they were used in the car; but barely anyone listens. PANDORA’s bigger issue is YOUTUBE and SPOTIFY and hoping that they don’t become the MYSPACE of streaming audio."