MUMBAI: Pandora, the leading personalized radio service, today announced its November 2011* listenership results, posting Average Quarter Hour (AQH) gains in each of the top ten radio markets in the country since the last published results for September. Pandora posted 13 to 25 percent AQH listening increases in each market with the biggest AQH gain of 25 percent occurring in the New York metro survey area. An AQH rating of 1.0 means an average of one percent of a target population was listening to Pandora for at least five minutes within a quarter hour window between 6.00 a.m. and midnight.
In November, among adults 18-34 in the top ten markets, Pandora’s weekly cumulative audience (cume) reached more than 19.9 percent in each metro survey area. Cume is the weekly measure of the total number of unique Pandora listeners in each market. For adults 18-49, the weekly cume for November for the first time had more than one million unique listeners in both the New York and Los Angeles metro survey areas.
Chief Revenue Officer John Trimble said, “Accurately reflecting our audience listenership is critical to our clients, whether they are conducting a large national campaign or a highly targeted local one. Average quarter hour, or AQH, is the industry standard for buying radio advertising and providing buyers with an apples-to-apples metric is just one of the things we do to help advertisers determine the value of running campaigns on Pandora.”
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Edison Research analyzed Pandora data to determine exactly how many listeners tuned in, how long each listened, and then converted that into Average Quarter Hour and weekly cume metrics using industry accepted methodology for metro survey areas. For this analysis, Edison did not include Pandora One subscribers who are not served any advertisements.
