Bridge Ratings: Listeners Remember Terrestrial Radio Ads Better Than Pandora's
June 18, 2012
New data from Bridge Ratings finds that listeners pay closer attention to advertisements on terrestrial radio than those on Pandora. Bridge has released some of the findings from a new study, showing that over time the satisfaction from Pandora users declines as well.
According to the Bridge Ratings data, the longer listeners tune in to Pandora, the less they are paying attention to its advertising. People who have listened to Pandora for two years were only 20 percent likely to remember its ads, but terrestrial radio has a 90 percent awareness level.
The Bridge study found that terrestrial radio ad awareness remained consistently in the 90 percent range whether listeners had been tuning in for 0-3 months up to 19-24 months. However, Pandora ad retention started at 49 percent in the first three months, then consistently slid downward the longer a listener stuck with Pandora.