CINCINNATI, OHIO—The latest NuVoodoo Ratings Prospects Study shows broadcast radio still beats Pandora in terms of listener satisfaction.
“These latest results validate our hypothesis that longer experience with Pandora doesn''t equate to less listening to broadcast radio,” said NuVoodoo Vice President of Research Leigh Jacobs. “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.”
The company interviewed nearly 1100 respondents, ages 14-54, in all PPM markets to update insights on the relationship between broadcast radio and streamer Pandora. The findings indicate that 62 percent 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. Per the graph shown here, 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.
“What we wanted to learn was whether Pandora''s algorithms do a better job creating an enjoyable playlist for consumers than the researched and carefully curated playlists that broadcast programmers sweat over day in, day out,” said Leigh Jacobs.
“While the customization possibilities are endless with Pandora and other digital pure plays, we know that few take advantage of all those possibilities,” said Jacobs. “What it sets up is a massive number of swing voters — consumers whose time we could pull back from Pandora with the right promotional tactics or lower commercial loads.”