Study Reveals Pandora vs.Radio Listening Relationship

NuVoodoo Media Services has announced initial findings from its fourth and latest NuVoodoo Ratings Prospects Study.

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.

Leigh Jacobs

Leigh Jacobs, Vice President, Research for NuVoodoo Media Services said: “We know that many Pandora listeners are also heavy users of broadcast radio, but we’re interested in whether those using Pandora begin to pull away from broadcast radio over time. These latest results validate our hypothesis that longer experience with Pandora doesn’t equate to less listening to broadcast radio. While those who’ve spent more time with Pandora tend to increase their daily TSL from the service, they claim not to reduce their TSL with broadcast radio.”

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.”

Carolyn Gilbert

Carolyn Gilbert, President and Chief Executive Officer for NuVoodoo Media Services said: “NuVoodoo is committed to understanding our industry, the radio listener and especially the potential ratings participant. It’s our job to take this information, synthesize it and continue our mission to provide the industry with cutting-edge products that respond to the world as it is in 2014.”

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.