Blog: Pandora's Reach Woes Fuels Ad Clutter

What Reach?

In the latest post on WESTWOOD ONE's Everyone’s Listening blog, CUMULUS/WESTWOOD ONE Manager/Strategic Research SCOTT ANEKSTEIN cited the reason behind the criticism of PANDORA's overuse of ads is PANDORA's reach problem.

"The majority of PANDORA’s listening comes from a very small number of people," he wrote. "According to EDISON RESEARCH’s “Share of Ear” study, 5% of Americans represent 72% of PANDORA listening. Spend a little money on PANDORA, you quickly run out of new people to reach.

PANDORA is fearful of revealing reach and frequency to advertisers. PANDORA sells on impressions. They don't reveal campaign reach (the number of different people exposed by an ad campaign) or campaign frequency (the number of times people hear the ads).

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