Pandora Records Local Radio Market Growth

RADIO ONLINE | Monday, January 23, 2012 | 3:04pm CT

Pandora, a Internet radio service, has announced its 2011 full year listenership results, proclaining that it has now reached an Average Quarter Hour (AQH) rating of 1.0 or more among adults 18-34 in the top radio markets. The full year results revealed AQH and cumulative audience (cume) increases in each of the top local radio markets in the country based on listener data from January 6, 2011 through January 4, 2012.

During that period, Pandora experienced 50 to 100% growth in AQH ratings in all of the top radio markets for adults ages 18-34 and 18-49, with the largest AQH gains of 100% in the New York, Atlanta, Dallas and Boston metro survey areas (MSA). An AQH rating of 1.0 means an average of 1% of a target population listened to Pandora for at least five minutes within a quarter hour window between 6am-midnight.

Pandora posted 44% to 75% cume increases in each local market with the Atlanta and Dallas areas posting the largest cume gains. Cume is the weekly measure of the total number of unique Pandora listeners in each market.

During the holiday season in December 2011, the ratings revealed that among adults ages 18-34, Pandora now has an AQH rating of 1.0 in all of the top local radio markets and the weekly cume reached more than 22% in each of the top local radio metro survey areas.

Pandora Chief Revenue Officer John Trimble said, "Our 2011 listenership results demonstrate our local radio market penetration and enable advertisers to fully understand the scope and scale of Pandora's audience."