July Ratings for Pandora Radio Show Significant Presence in Top Local Markets

Los Angeles, New York, Chicago, San Francisco Number Among Top Markets Where Pandora Enjoys a Strong Presence Among Adult Listeners 18 - 49

News provided by

Pandora

Jul 28, 2011, 09:00 ET

OAKLAND, Calif., July 28, 2011 /PRNewswire/ -- Edison Research today released audience analysis that showcases ratings for Pandora internet radio (NYSE: P) in top local markets in the United States. The numbers were announced at a Pandora Radio Innovators Summit in Los Angeles where Pandora Founder and Chief Strategy Officer Tim Westergren spoke with media buyers.

"Radio is radio," said Westergren, "Pandora is simply a smart buy for local advertisers as well as national ones. In fact, some advertising agencies are designating Pandora with the call letters 'WPAN.' Listeners are increasingly turning to Pandora personalized radio to listen to music at home, at work, in the car and all points in between. It's a great platform for advertisers to connect directly with their audience throughout the day."

Said Edison Research President Larry Rosin, "We analyzed and converted Pandora's data into AQH (average quarter hour), which is the standard metric for radio advertising buying. We believe this data demonstrates the significance and scope of Pandora's audience at the local level, especially among 18-34 and 18-49 year olds."

July Ratings

Monday-Sunday, 6.00 a.m. –midnight

An average quarter hour (AQH) rating of 1.0 means an average of one percent of a target population is listening to Pandora for at least five minutes or more during any 15 minute window between 6.00 a.m. and midnight.

New York
Adults 18 – 34 = .7 AQH rating
Adults 18 – 49 = .5 AQH rating

Los Angeles
Adults 18 – 34 = .9 AQH rating
Adults 18 – 49 = .6 AQH rating

Chicago
Adults 18 – 34 = .7 AQH rating
Adults 18 – 49 = .5 AQH rating

San Francisco
Adults 18 – 34 = .9 AQH rating
Adults 18 – 49 = .6 AQH rating

Dallas – Ft. Worth
Adults 18 – 34 = .8 AQH rating
Adults 18 – 49 = .5 AQH rating

Houston
Adults 18 – 34 = .8 AQH rating
Adults 18 – 49 = .5 AQH rating

Atlanta
Adults 18 – 34 = .7 AQH rating
Adults 18 – 49 = .5 AQH rating

Philadelphia
Adults 18 – 34 = .7 AQH rating
Adults 18 – 49 = .5 AQH rating

Washington, DC
Adults 18 – 34 = .9 AQH rating
Adults 18 – 49 = .6 AQH rating

Boston
Adults 18 – 34 = .8 AQH rating
Adults 18 – 49 = .5 AQH rating

Edison Research examined how many listeners tuned into Pandora, how long each person listened and then converted that data into Average Quarter Hour metrics using industry-accepted methodology. In order to qualify as a listener, a person had to listen for at least five minutes within a quarter hour period. Also, for this analysis, Edison did not include Pandora One subscribers who are not served any ads.

ABOUT EDISON RESEARCH

Edison Research conducts survey research and provides strategic information to out-of-home media companies, radio and television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Research is also the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison's global network of 11,000 interviewers executes hundreds of consumer exit poll and out-of-home media measurement projects every year, providing valuable decision support for marketers, advertisers and brands. Edison also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Princeton University, AMC Theaters, Disney, Universal Music Group, Time Life Music and the Voice of America. Edison Research has a seventeen-year history of thought-leadership in media research, and has provided services to successful media properties in South America, Africa, Asia, Canada and Europe.

ABOUT PANDORA

Pandora (NYSE: P) gives people music they love anytime, anywhere, through connected devices. (OK, we've added comedy as well so we're also up for playing some jokes you'll love.) Personalized stations launch instantly with the input of a single "seed" - a favorite artist, song or genre. The Music Genome Project®, a deeply detailed hand-built musical taxonomy, powers the personalization of Pandora® internet radio by using musicological "DNA" and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the U.S. turn on Pandora to hear music they love. www.pandora.com

SOURCE Pandora