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Westwood One Blog Points To Radio's Strengths Vs. Pandora
September 27, 2017 at 8:04 AM (PT)
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The latest WESTWOOD ONE blog post looks at brand new NIELSEN SCARBOROUGH data showing weekly PANDORA listenership for the first time.
The highlights of the findings:
AM/FM radio’s weekly reach is huge while PANDORA’s numbers are low: 91% of Americans 18+ are reached weekly by AM/FM radio. PANDORA only reaches 19%. Even among Millennials, 69% are not reached weekly by PANDORA. This is a red flag for advertisers as PANDORA is unable to deliver messages to mass audiences the way AM/FM radio can.
PANDORA’s reach is low in top markets: Even in tech-savvy markets, PANDORA misses large portions of the audience. In NEW YORK for example, the #1 media market, 87% of the population is not reached by PANDORA weekly.
PANDORA’s audience is eroding: Year over year, PANDORA’s monthly audience has dropped significantly across multiple markets. Fewer people are using the platform.
The blog concludes, "AM/FM radio is the #1 mass reach media delivering messages to a huge and diversified audience. It increases brand awareness and sales by reaching huge percentages of people."