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
Hubbard Radio Ups Jeremy Sinon To Corporate Digital Director
The Week In Review: 5/18-5/22
KSZR/Tucson Becomes Classic Hip Hop, 97.5 The Vibe
In Brief - May 22, 2015
May 21, 2015
President Obama To Renominate Jessica Rosenworcel As FCC Commissioner
Herndon Hasty Joins Cumulus Kansas City As VP/Sales
In Brief - May 21, 2015
May 20, 2015
Bruce Lundvall, Longtime Blue Note President, Dies At 79
Zach Mullins Named Digital Sales Manager For Cox Media Group/Atlanta
Quality Control Music Signs Joint Venture With Capitol Music Group/Motown Records
Spotify Adds Video Content, Podcasts
In Brief - May 20, 2015
May 19, 2015
iHeartCommunications To Pay $1M For Misusing EAS Tones During The Bobby Bones Show
Nielsen Study: Radio Delivers Decision-Makers For American Family Insurance
Triton To Represent XAPP Ad Inventory For j‚capps Broadcasters
Pandora To Acquire Next Big Sound
Deezer Expands Content With News, Entertainment and Sports Podcasts
Republic/Island Execs & Artists at the BMAís
In Brief - May 19, 2015
May 18, 2015
Alpha Media To Purchase Morris Communications Radio Stations
"Party Ben" Gill Joins Pandora
Spanish Broadcasting System First Quarter 2015 Results
Communion Records US Signs Broad Agreement With Capitol Music Group
BMG Acquires US Rock Label Rise Records
In Brief - May 18, 2015
May 15, 2015
Music News
Adam Lambert Unveils Two New Tracks
Academy Award-Nominated Actress Hailee Steinfeld Inks Record Deal With Republic Records
The Week In Review: 5/18-5/22
Quick Hits: Taylor Swift, Eminem, Enrique Iglesias, Slayer
Quick Hits: Taylor Swift, Madonna, Little Mix, Roger Waters
Pitch Perfect 2 Comes In At #1
Quick Hits: Foo Fighters, The Rolling Stones, Kanye West, Five Finger Death Punch, Amy Winehouse, Riot Fest
FMQB Photo Pass: MMRBQ 2015
Quick Hits: Sam Smith, B.B. King, Life Is Beautiful festival, Bullet For My Valentine
Taylor Swift Cleans Up at Billboard Music Awards
Chris Brown, Nicki Minaj Lead 2015 BET Awards Nominees
Quick Hits: Taylor Swift, Bob Dylan, Janet Jackson, Nick Jonas, Chinx
Blues Legend B.B. King Passes Away
The Week In Review: 5/11-5/15
FMQB Photo Pass: Radio 104.5 Birthday Show
FMQB NOW

Question Of
The Week

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!