Westwood One Blog Points To Radio's Strengths Vs. Pandora

New Blog Post

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."

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