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, don’t 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 it’s just a music source not the same as traditional radio."

When asked where Pandora ad dollars were coming from, 45 percent said it’s 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 readers’ 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
iHeartMedia Names Tim Herbster SVPP For Pacific NW Region
Mike Vincent Named OM For Cumulus Media-Melbourne, FL
Tracy Herbster Named Digital Program Director For iHeartMedia Portland
September 29, 2016
iHeartMedia Announces The Return Of The iHeartRadio Jingle Ball Tour
Alpha Media Portland Names Chris Stewart PD At KWEE
Shazam Tops 1 Billion Downloads
Katy Perry Renews ASCAP Agreement
September 28, 2016
YouTube Names Lyor Cohen Global Head of Music
iHeartMedia/Nashville Names Savannah Grimm MD For WRVW (107.5 The River)
CBS Corporation Announces $1.46 Billion Debt Financing In Connection With CBS Radio Spinoff
Eric Powers Debuts New Streaming Channel POWERS RADIO, Returns To Airwaves To Host Mornings
In Brief - September 28, 2016
September 27, 2016
Katy Perry Teams With Funny Or Die & iHeartMedia To Rock The Vote
WPLJ/New York Nighttime Stars Ralphie and Melony Torres Flip On-Air Shifts
Jacob Leshaa Promoted to Digital Program Director of Entercom San Francisco
September 26, 2016
Kim Guthrie Appointed President of Cox Media Group
Lori Bennett Joins Cumulus Grand Rapids As OM/PD
iHeartMusic Music Festival Rocked Las Vegas
KPLV-FM (93.1 The Party)/Las Vegas Flips To 93.1 The Mountain
KUDL (Star 106.5)/Sacramento To Recognize Residents' Service To Community
September 23, 2016
iHeartMedia Introduces On Demand Services iHeartRadio Plus & iHeartRadio All Access
2016 NAB Marconi Radio Award Winners Announced
September 22, 2016
Ray Nelson Joins Cumulus As VP/Market Manager, Huntsville, AL
Britney Spears Headlines An All-Star Lineup For B96/Chicago's Jingle Bash
Music News
It's Official: Lady Gaga Playing Super Bowl Halftime Show
Quick Hits: Halsey, Jay Z, Sia, Lollapalooza
The Weeknd Makes History "Starboy"
Quick Hits: Adele, Drake, Lumineers, Green Day
Drake's Views Back at #1 on Billboard 200
Louise Goffin plays Carnegie Hall with music legend Donovan
Metallica to Perform on The Howard Stern Show
The Weeknd Releases New Single with Daft Punk
FMQB Photo Pass: AC/DC
Beyoncé to Headline Charity Tidal X Concert
Quick Hits: The Weeknd, Metallica, Lady Gaga, Chance the Rapper & Kanye West, Tori Amos
Quick Hits: Prince, Mariah Carey, AC/DC
Five New Debuts in Billboard 200's Top Ten
Quick Hits: RHCP, Lady Gaga, Bon Jovi, Green Day
Quick Hits: Prince tribute concert, Coldplay, Billie Joe Armstrong
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!