Pandora hosts 200 ad buyers at launch party for Chicago sales office

Thursday, May 24, 2012 - 11:10am

Tim Westergren speaking at Pandora's event in Chicago

Pandora on Monday hosted around 200 ad buyers for a party to celebrate the launch of its new Chicago sales office.

The "just launched local sales effort" by Pandora in the Windy City includes a staff of 25 and is headed by Gabe Tartaglia, previously GSM for CBS Radio's WUSN and WCFS in Chicago. Pandora's Director of Mobile and Emerging Media, Kim Luegers, previously with DraftFCB, OMD, and Mediaedge, is also based in the Chicago office, located in the Tribune Tower.

The launch party took place at theWit Hotel's ROOF and featured an appearance by Pandora founder Tim Westergren. "We have a million monthly listeners just in Chicago," Westergren told the crowd, "which makes us one of the biggest radio stations in this city. And we're growing like a weed. We hope to soon be the largest."

He explained that Pandora is undergoing a transition to "not just be big on a national level, but getting to a level where we're big locally… [we have to] think about ourselves like a local radio station. We are like a lot of big local radio stations all put together, all across the country... We're becoming radio. Radio writ large."

Westergren praised traditional radio for still being "the pipeline to music for Americans." But "there will come a time when people think about 'radio,' and it will really be 'personalized radio'

"We're going to revolutionize radio... reinvent it."

BIA/Kelsey expects big increase in local mobile and online ad spending

Thursday, May 17, 2012 - 11:35am

BIA/Kelsey's Media Ad View predicts marketers will nearly double their local mobile and online ad spending in the next five years -- from $11.1 billion last year, to $21.8.

The Media Ad View assesses 12 media, 12 ad categories, and nearly 100 business categories to track local ad spending for every local market. Local media advertising is defined as advertising placed on local media outlets, including national, regional and local ads on radio stations, television stations and newspapers.

The technology/telecom category alone, according to the analyst, will increase its local spend by $2.9 billion, to $5.1 billion, by 2016 (an increase of over 80%). Look for growth from retail, automotive, and health care too, says BIA/Kelsey.

Read the BIA/Kelsey press release for its Media Ad View here.

Pandora "the largest adult 18-49 radio network in the U.S." in March

Wednesday, May 16, 2012 - 11:05am

Triton Digital will measure Pandora's national and local audience using the more-traditional AQH and cume metrics as part of their new MRC-accredited Triton Webcast Metrics Local report, the companies announced in a joint press release this morning. Triton also released local Pandora audience ratings for March 2012.

The ratings show Pandora with an AQH rating of 1.0-1.2 for nearly all of the markets among A18-34s. Among A18-49s, the company's rating falls between 0.7 and 0.9. Pandora's cume ratings range between 22 and nearly 29 among A18-34s (the top market being San Francisco with a cume rating of 28.7), while among A18-49s the cume rating falls between 15 and nearly 21.

In a typical major market Arbitron report, in a demo like A18-34, the top-rated broadcast station might have about a 0.7 AQH rating (which would equate to about a 9.0 share in the demo).

Triton Digital's metrics for Pandora in March 2012

Pandora writes in its press release: "The national results for March 2012 show that among adults 18-49 Pandora has a weekly cume of 23,874,175, which is equivalent to a cume rating of 17.8 and, when compared to radio networks in Arbitron's March 2012 RADAR 112 report, makes Pandora the largest adult 18-49 radio network in the U.S."

Pandora CRO John Trimble commented, "The new Triton reports are a great step forward for the radio industry and satisfy the growing demand for an apples-to-apples, third-party measurement solution for terrestrial and Internet radio."

You can find the companies' press release here and the March report for Pandora here (PDF).

RAIN ANALYSISTriton's ratings show Pandora continuing its AQH growth among A18-49 from the figures released in December 2011 by Edison Research and Pandora (see the charts below). The ratings suggest that Pandora is the #1 consumer brand of radio in almost every one of the top 10 markets, (in the sense that 'Kiss 109' is a consumer brand but 'Clear Channel' or 'Cumulus' are not).

Pandora's local AQH ratings for 18-34

Pandora's local AQH ratings for 18-49s


CDS Mobile to connect national advertisers to local radio, TV, and newspaper mobile sites

Thursday, May 3, 2012 - 12:05pm

Cox Digital Solutions has launched CDS Mobile, a new division to allow national advertisers to buy ads on local media mobile sites and national "vertical content" sites.

"Advertisers would potentially have the option of getting discounted rates from a cross-platform buy," MediaPost writes. "Cox will also offer publishers a suite of ad-serving technologies and tools for mobile, as it now does for Web advertising."

Leif Welch, who'll lead the new division, estimates Cox Digital’s mobile audience at about 90 million unique monthly visitors.

Cox Media Group itself owns 86 radio stations in 20 U.S. markets, as well as newspapers, television stations, and a cable channel. Cox mobile sites alone attracted 912 million page views in 2011, and mobile now accounts for 15%-30% of all digital inventory (according to Leif Welch, who'll lead CDS Mobile). The Cox Digital network (which extends beyond Cox-owned media) consists of over 2,600 total local newspaper, TV, and radio websites.

Mobile web and content traffoc has generally grown much faster than publishers' ability to monetize that audience. MediaPost reports that unsold mobile inventory is estimated at 80% across the industry -- and that's after last year's estimated 149% growth (to $1.6 billion) in U.S. mobile ad spending in 2011.

Read MediaPost's coverage here. The Cox Digital Solutions press release is here.

Jacobs, Localytics urge radio to consider local listeners when developing mobile strategy

Wednesday, May 2, 2012 - 11:40am

A Cambridge, MA company that analyzes mobile app usage offers some interesting findings about how listeners use  radio mobile apps.

Perhaps most interesting is Localytics finding that over half (54%) of a station's listening via its mobile app comes from within the station's broadcast range [note: for this figure, Localytics used only listening over wi-fi -- not mobile data networks -- since it is more accurate for determining a user's metro area location].

Apps (and Internet streaming in general) have long been considered most useful for listening to out-of-market broadcasts. So much so, in fact, that for a long time many local broadcasters didn't find value in streaming efforts, as they seemed to only benefit out-of-market (and thus, not of interest to local advertisers) listeners.

But broadcasters should be aware of this Localytics' data point on radio app usage. Certainly, local listeners might turn to a mobile app when in spotty coverage areas within broadcast range, or in those situations where an AM/FM radio isn't convenient. But perhaps more importantly, radio should recognize the mobile platform as a means to enhance their brand with interactivity and additional content.

"Radio stations with associated smartphone apps can give their listeners a more varied and flexible experience both within and outside of their normal broadcasting region," says Localytics.

Jacobs Media and jacAPPS president Fred Jacobs agrees. His company recently presented the findings of their TechSurvey8 study on radio listeners (see RAIN's coverage here). Jacobs told Localytics, "When we asked our respondents which type of radio app they prefer, more than half opted for individually branded apps which allow for more features and customization. This is where radio is going.”

Read more at Localytics.com here.

The Media Audit: Pandora tops all radio in Los Angeles

Wednesday, April 25, 2012 - 12:05pm

Pandora localThe results of a new poll from The Media Audit prompts The L.A. Times to ask, "Pandora: The no. 1 radio station in Los Angeles?"

The survey estimates that 1.9 million people in L.A. listened to Pandora between September and October 2011. The #2-ranked radio station, KIIS-FM, attracted 1.4 million listeners, according to the poll.

We already knew Pandora was more popular than local L.A. stations among 18-34s, thanks to ratings from Pandora and Edison (example report from RAIN here). The L.A. Times doesn't state which demo The Media Audit's poll focused on, just that the company spoke with "54,000 adults."

"The results dovetailed with Pandora's current efforts to launch advertising sales teams in local markets, including one this week in Los Angeles," writes The L.A. Times (here).The New York Times recently spotlighted Pandora's efforts to attract local advertisers. It wrote then that Pandora's "path to profitability" may be "through car dealerships and mattress shops" (RAIN coverage here).

The Media Audit's Phillip Beswick presented more research about Internet radio at RAIN Summit West 2012 earlier this month (RAIN coverage here).

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