The Media Audit

Leading webcasters hold their own against AM/FM with major market Hispanics, says The Media Audit

Tuesday, April 23, 2013 - 12:15pm

The Media Audit says its new study "found that among top Hispanic radio markets, Pandora and iHeartRadio remain competitive when compared to Hispanic-programmed local radio stations that heavily focus on the Hispanic market."

In the Los Angeles metro, the nation's top Hispanic market, over a quarter (25.9%) of the market's nearly four million Hispanics report being weekly Pandora listeners. That's more than a million weekly listeners, "topping weekly listening of all Hispanic-programmed stations or radio clusters," says The Media Audit.

New York is the nation's top market overall. There, Pandora reaches over a third (34%) of metro New York's 3.2 million Hispanics every week. Clear Channel's iHeartRadio reaches 560-thousand New York Hispanics weekly. And nearly one in four of Miami's 1.7 million Hispanics are weekly Pandora listeners, "again ranking the popular Internet radio service number one among all Hispanic-programmed stations or radio clusters."

The Media Audit looked at Hispanic online radio listening in the nation's top ten markets (New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Boston, Philadelphia, Washington, D.C. and Atlanta). They say nearly a third (32.7%) of Hispanics in top ten U.S. markets have used Internet radio in the past month. Not many fewer (29.8%) are weekly listeners.

Read more from The Media Audit here.

Pandora claims 6.13% of U.S. radio listening; 22.6% of 18+ in Media Audit markets listen monthly

Monday, August 6, 2012 - 12:45pm

Pandora says its July numbers show it now claims a 6.13% share of total U.S. radio listening. The leading webcaster streamed 1.2 billion hours of content last month to an active audience that grew to nearly 55 million by month's end.

It's an impressive comparison to July 2011's figures. Then, Pandora streamed 637 million hours (which means they're up 76% in the last year) to 37 million active listeners (so, a 48% increase), representing 3.51% of total U.S. radio listening.

Interestingly, audience survey firm The Media Audit on Friday issued a correction to its recently reported Pandora estimates (which were reported in RAIN here). They reported Pandora's current total reach as 11.3% with adults 18+. As it turns out, the company didn't ask survey respondents about Pandora in 20 of the 81 markets it studies. So, when only those 61 markets in which Pandora usage was measured are tabulated, its shows "Pandora's reach among adults within The Media Audit's 61 measured markets to be 22.6%, and represents more than 30.7 million unique monthly users within that same footprint."

Salt Lake City was Pandora's top market among those The Media Audit surveyed, showing almost 32% of its 18+ population having logged onto Pandora in the typical month. SLC tops Boston (30.7%), Atlanta (30.3%), San Diego (28.8%), and Charleston (27.9%).

Read Pandora's press release here; The Media Audit's correction here.

Pandora reaches 11% of Americans 18+ weekly, says The Media Audit

Tuesday, July 31, 2012 - 2:00pm

Data from The Media Audit's new National Report shows Pandora reaches more than 11% of 18+ U.S. consumers weekly, tops among streaming music services (and easily tops among Internet radio -- see today's Webcast Metrics ratings story). That's more than 16 million listeners across 62 of the 81 markets The Media Audit measures. 

The study reveals some interesting qualitative data as well: Pandora can count among its listeners a higher percentage of "affluent working women;" business owners, partners, corporate officers, and managers; and African American, Hispanic, and Asian listeners than the general U.S. population.

While just under 10% of U.S. consumers are employed women with a $75,000+ annual household income, these affluent working women account for nearly 15% of Pandora's weekly listeners (In other words, Pandora listeners are 51% more likely than the average U.S. consumer to be "AWWs.").

Similarly, Pandora listeners are 23% more likely than the general population to be a business owner, partner, or corporate officer -- and 38% more likely to be a proprietor or manager.

Pandora's listeners are also 9% more likely to be African American than the general population, 23% more likely to be Hispanic, and 36% more likely to be Asian.

Read more about this study from The Media Audit's newsletter 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).

Studies: Hispanics leading mobile usage growth, smartphone ownership, web radio listening

Tuesday, April 24, 2012 - 12:20pm

MobileHispanics are one of the leading demographics in terms of mobile usage, smartphone penetration and web radio listening, according to a new round of studies.

Nielsen found that Hispanics "outpace all other ethnic groups in mobile downloads of music and photos" and are "heavy phone users in general." The demo is 25% more likely to follow a brand online, Nielsen says, and is more likely to consume mobile multimedia.

Meanwhile, eMarketer found that around 43% of Hispanics own a smartphone in 2012 (compared to the overall rate of 36.6%). The company predicts nearly 63% will own a smartphone by 2016.

As we reported last week, The Media Audit found that more than 25% of Hispanics had listened to Internet radio in the past 7 days (RAIN coverage here). That outpaces the overall adult 18+ rate of under 20%.

Interestingly, The Media Audit also found that web radio is popular amongst cellphone-only consumers. And Nielsen found that Hispanics are less likely to have a home broadband connection than the average U.S. consumer (62% compared to 76%).

"If you’re building a mobile app or service -- especially a social or entertainment-focused service," writes TechCrunch, "you would be lucky to have a group that’s as engaged as this one is to tap into."

You can find more on Nielsen's research here and more from eMarketer here.

Research presented at RAIN Summit West shows Internet radio popular among fastest growing demos

Friday, April 20, 2012 - 11:15am

The Media Audit's research presented at RAIN Summit West 2012The Media Audit Executive Vice President Phillip Beswick presented "Fast Facts on Internet Radio" at RAIN Summit West 2012 earlier this week. The 10-minute presentation was packed with information, including the fact that around 20% of adults 18+ said they listened to Internet radio in the past week (based on 54,000 surveys). That figure jumps to nearly 40% when looking at just 18-34 year-olds, Beswick revealed.

Moreover, web radio is popular among two of the fastest growing demographics, said Beswick: cellphone-only consumers and Hispanics. Among both groups, around 25% said they listened to web radio in the past 7 days.

The Media Audit's study also found that Internet radio tends to be most popular in mid- to large-sized markets: Charleston, SC is #1 (with 29.3% of adults listening to web radio), then Atlanta, Salt Lake and Boston. Beswick showed that if Internet radio was a single cluster in New York or L.A., it would be the third largest cluster in either market (reaching around 1 in 5 adults). In both cases, the percentage of adults visiting radio station websites trailed web radio usage, explained Beswick.

The Media AuditNot surprisingly, The Media Audit found that Internet radio listeners tend to be in the higher income brackets with a college education. Though Beswick showed that adults spend "more time with radio than any other medium," he also found that web radio reaches around 10% of people who don't listen to AM/FM radio -- "and thus can add reach to a radio campaign." Additionally, web radio users tend to be heavy radio listeners and so Internet radio "can add frequency to a radio buy."

As mentioned earlier, Phillip packed  a lot of information into his 10 minute presentation at RAIN Summit West 2012. And as Tom Taylor of Radio-Info reports, he "was quickly handling out business cards afterwards, to folks who wanted a copy of his Powerpoint."

You can find out more about The Media Audit here. You can find Radio-Info's coverage of the presentation here.

We'll have more coverage of RAIN Summit West's presentations and panels in the days ahead and hope to soon offer video coverage of the event as well. Stay tuned!

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