Study: Pandora Not A Major Threat To Radio Ad Dollars
May 24, 2013

A new study of advertisers finds that while advertisers are gaining interest in Pandora, they do not see it as a serious threat to traditional radio. Media Life, a magazine targetting media planners and buyers, surveyed its readers on their opinions about the popular digital music service.

Only 28 percent of those surveyed saw Pandora as a serious threat to terrestrial radio, while 39 percent said it was a "medium threat" that could develop into something bigger down the road. Meanwhile, 22 percent dismissed Pandora as a "small threat," saying it is not an effective alternative to terrestrial radio.

One Media Life reader said, "While it certainly has many advantages (targetability, donít have to buy multiple formats, tracking) there is still value in local radio with the DJ connection, and the time-shift listening from one medium to the other based on daily behavioral habits," while another said, "Without any local content itís just a music source not the same as traditional radio."

When asked where Pandora ad dollars were coming from, 45 percent said itís being moved from radio budgets, and 28 percent said from online budgets, while 13 percent said it is new ad money earmarked for online radio.

Media Life also asked what percentage of its readersí clients advertise on Pandora, and it remains a pretty small number. The greatest number of respondents, 41 percent, said 10 percent or fewer use the service. Only eight percent said that half or more of their clients advertise on Pandora.

More details and responses can be read on Media Life's website here.




 
Breaking News
Albie Dee Promoted To OM For Adams Radio Group, Salisbury/Ocean City, MD
May 24, 2017
RCA Records Promotes Joe Daddio To VP/Pop Promotion
iHeartMedia Names Rob Whiteside Digital PD For Virginia/Carolina Region
WBEN/Phiadelphia's Matt Cord & Kristen Herrman To Host National Dog Show Charity Walk
iHeartMedia Hartford Names Kelsey Maxon Digital PD
INSIGHTS: What Radio Can Learn from the TV Upfronts
Cumulus Media Adds Jay Philpott To Nights At KQRS/Minneapolis
Margaret Ann Ronayne NYC Memorial Service on June 8th
May 23, 2017
Beasley Media Group Unveils New Format Captains
iHeartMedia Austin Debuts New Spanish Top 40 Station TU 103.1
CBS Radio Officially Names John Farneda MD At WXRT/Chicago
In Brief - May 23, 2017
May 22, 2017
CBS Corporation Extends Chairman/President/CEO Les Moonves
KDMX (102.9 NOW)/Dallas Adds Kannon In Afternoon Drive
Entercom-Charlotte Signs Contract Extension with Matt & Ramona Show
May 19, 2017
Cumulus Media Oxnard/Ventura Names Matthew "Doughboy" Florence PD For KVYB
Westwood One Presents Backstage at the BBMAs
May 18, 2017
iHeartMedia St. Louis Names Maurice DeVoe PD For KMJM (100.3 The Beat)
May 17, 2017
Atlantic Records Promotes Dionnee Harper & Marsha St. Hubert To SVPs of Urban Marketing
Entercom San Diego & Portland Form Partnership With Pearl Jam's Vitalogy Foundation
Vevo Announces New Hires On Original Content Team
May 16, 2017
Universal Music Group & Tencent Music Entertainment Group Enter Stategic Agreement
B96/Chicago To Host Niall Horan, Stream Live Performance
Music News
Fergie Signs Worldwide Partnership With BMG
Quick Hits: Ariana Grande, Leslie Jones, Jon Bon Jovi
22 Dead in Explosion at Manchester Ariana Grande Concert
Quick Hits: Iggy Azalea, Newport Folk Festival
It's a Sign of the Times: Harry Styles Debuts at #1
Drake Dominates Billboard Music Awards
Chris Cornell's Wife Issues Statement on His Death
Rocker Chris Cornell Dead at 52
The Entertainment World Remembers Chris Cornell
FMQB Photo Pass: Metallica
Katy Perry Announced as First Judge for American Idol Reboot
Katy Perry Announces New Album Witness, North American Tour
Rapper Logic Debuts Atop Billboard 200
Quick Hits: Beyonce, Kendrick Lamar, Paramore
Jay Z Inks $200 Million Deal with Live Nation
FMQB NOW

Nicki Farag,
SVP of Promotion,
Def Jam Recordings

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!