Industry News

Pandora Records Local Radio Market Growth

OAKLAND, CA (01.23.12) – Pandora (NYSE: P), the leading personalized radio service, today announced its 2011 full year* listenership results and that it has now reached an Average Quarter Hour (AQH) rating of 1.0 or more among adults 18-34 in the top radio markets. The full year listenership results revealed AQH and cumulative audience (cume) increases in each of the top local radio markets in the country based on listener data from January 6, 2011 through January 4, 2012.

During that period, Pandora experienced 50 to 100 percent growth in AQH ratings in all of the top radio markets for adults ages 18-34 and 18-49, with the largest AQH gains of 100 percent in the New York, Atlanta, Dallas-Ft. Worth and Boston metro survey areas (MSA).  An AQH rating of 1.0 means an average of one percent of a target population listened to Pandora for at least five minutes within a quarter hour window between 6.00 a.m. and midnight.

Pandora posted 44 to 75 percent cume increases in each local market with the Atlanta and Dallas-Ft. Worth areas posting the largest cume gains. Cume is the weekly measure of the total number of unique Pandora listeners in each market.

[pullquote]Pandora Chief Revenue Officer John Trimble said, “Our 2011 listenership results demonstrate our local radio market penetration and enable advertisers to fully understand the scope and scale of Pandora’s audience.”[/pullquote]During the holiday season in December 2011, the ratings revealed that among adults ages 18-34, Pandora now has an AQH rating of 1.0 in all of the top local radio markets and the weekly cume reached more than 22 percent in each of the top local radio metro survey areas.

Edison Research analyzed Pandora data to determine exactly how many listeners tuned in, how long each listened, and then converted that into Average Quarter Hour and weekly cume metrics using industry accepted methodology for metro survey areas. For this analysis, Edison did not include Pandora One subscribers who are not served any advertisements. To see the full methodology please visit:

For the full listing of results visit the Pandora Website.