Jacobs Media Asks, 'Has Pandora Overplayed Its Hand?'
April 13, 2016 at 5:06 AM (PT)
JACOBS MEDIA has posted to its blog, a peek at TECHSURVEY12 -- which will have its debut at the WORLDWIDE RADIO SUMMIT 2016 at noon on THURSDAY, APRIL 14th.
In a blog post, JACOBS asks, "Has PANDORA overplayed its hand?" noting, "Last week, PANDORA stirred it up by publishing a colorful 'white paper' that fires off a series of torpedoes aimed right at broadcast radio. It criticized everything from commercials, repetitive music, erosion among newer car owners, and – last but not least – the notion that AM/FM radio listeners are habitual button-punchers, limiting their exposure to commercials. This is a central issue for radio because the car is the number-one location for radio listening, automakers are working hard to change up the dashboard ecosystems in their vehicles, and mobile phones are becoming content gateways for drivers. What was once radio’s domain is now being chipped away by other sources, and that’s precisely the point PANDORA is making – and then some."
JACOBS adds, "Given the way PANDORA sees its own brand as bigger than all the other pure-plays, we break them out separately in TS12. And our study shows that only 14% listen on an average day. So yes, radio has a 6x lead while people are on the road – a sizable advantage. Daily usage is important, especially to advertisers, and that’s why we use this wording."
Just a few days ago, WESTWOOD ONE/CUMULUS Chief Marketing Officer PIERRE BOUVARD put PANDORA in his crosshairs (NET NEWS 4/8) with statistics to counter the streaming service's recent release on in-car listening, a topic BOUVARD charges that "they know nothing about."