Mary Beth Garber: Telling The Truth About Radio's Relationship With 18-34s
Meanwhile, Harker Research Thinks Pandora Is The New WKRP
August 4, 2011 at 10:34 AM (PT)
Earlier this week (NET NEWS 8/1), KATZ RADIO GROUP EVP/Radio Analysis and Insights MARY BETH GARBER released "Conflicted Concepts -- Drilling Down on PANDORA's Selling Propositions: The first in a series. It didn't take long for her to pen Part 2, in which she addresses the 18-34 demo. She writes:
This is a series of challenges to the often illogical, sometimes mathematically impossible and largely unsubstantiated claims and positions put forward by PANDORA and by bloggers or reporters on their behalf.
The challenge today is directed most squarely the reporter who invented the thoughtless, entirely fact-free headline, '18-34 Demo Deserts AM/FM For PANDORA.' This is a claim even the article to which it referred did not make. And, for the record, it's a claim PANDORA has not made either. [The publication retracted the headline the following day, to its credit.]
Three different research companies, including the one that did the ratings for PANDORA, have published studies this year showing that digital radio users consume MORE broadcast radio, NOT less. Young people are staying with radio. An analysis by ARBITRON of the last 3 years for the ten markets selected by PANDORA clearly shows that, from Q2 2009 to Q2 2011:
* the number of people 18-34 using broadcast radio has increased
* the percentage of 18-34s using broadcast radio has increased
* the amount of time per day 18-34s spent with broadcast radio has remained consistent
* 18-34s in these 10 markets alone spent over 110 billion hours listening to broadcast radio over the air in the past 12 months
ARBITRON itself is publishing a report that includes that demographic and more, based on the actual actions of tens of thousands of panel participants in their PPM radio measurement system.
We challenge anyone to prove that young people are 'deserting AM/FMs for PANDORA.' While you're searching for that non-existent information, remember that what you can prove is that PANDORA's playlists are used along with, not in place of, broadcast radio.
Thanks, MARY BETH
Harker: Yes, Pandora Is Radio: WKRP Cincinnati
In its most recent posting on its Radio Insights blog, HARKER RESEARCH masterminds RICHARD HARKER and GLENDA SHRADER BOS seem to agree with GARBER, when they ask "Remember WKRP, the 1980s comedy about a struggling CINCINNATI radio station? WKRP tried and tried, yet remained a minor player in CINCINNATI radio."
"It didn’t stop HERB TARLEK, the station's irrepressible account exec, from going after business even if it meant playing a little loose with the facts," "notes HARKER.
Read their full blog here.