The company interviewed nearly 1100 respondents, ages 14-54, in all PPM markets to update NuVoodoo’s insights on the relationship between broadcast radio and the leading digital music provider, Pandora. The findings indicate that 62% of Pandora users listen to Pandora at least 30 minutes per day and nearly as many Pandora users spend that much time daily with broadcast radio. As Pandora experience increases, so does the percentage that listen to it at least 30 minutes. But the percentage spending at least that much time with broadcast radio did not decrease.
Mike O’Connor, Executive Vice President, Marketing for NuVoodoo Media Services said: “This new information represents a huge opportunity for radio. Our marketing clients benefit directly from the intelligence we glean from our Ratings Prospect Studies and other proprietary indicators, as we develop well-crafted station promotions and marketing targeting those people who use Pandora, and those most likely to carry meters. This research validates so many parts of our unique product formula, and we’re eager to rack up more successes for our clients this fall based on these and other proprietary results.”
NuVoodoo will be releasing more of the study’s key findings over the coming weeks, including which social media platforms are getting user traction and which ones are seeing user declines.
Past NuVoodoo studies have been fielded late in the year for release after the holidays; however, the rapid rate of change in media consumer behaviors necessitated that an update was fielded going into fall ratings season. Complete findings of the latest NuVoodoo Ratings Prospects Study are available exclusively to all NuVoodoo clients for their use in developing their marketing and promotion plans for the coming year.