Pandora Releases Latest Local Market Radio Ratings

OAKLAND, Calif., Sept. 27, 2011 /PRNewswire/ -- Pandora (NYSE: P), the leading personalized radio service, today announced that the September 2011(1) listenership analysis conducted by Edison Research continues to illustrate Pandora's significant presence in the top local markets in the United States among adult listeners 18-34 and 18-49.

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Said Tim Westergren, Chief Strategy Officer and Founder of Pandora, "We're seeing a growing wave of local advertisers shifting their terrestrial broadcast budgets to internet radio. Everyone from local car dealers, hotels and real estate dealerships, to supermarkets and universities have discovered the power of Pandora personalized radio to connect with their local audience."

According to Edison Research, Pandora received a 1.0 average quarter hour (AQH) rating in September 2011 for the 18-34 demographic in the Los Angeles, San Francisco, Washington D.C. and Portland, OR markets.  This rating indicates how popular each quarter-hour of Pandora is among the entire population of a market.  The report also revealed growth in the Chicago, Dallas, Houston, Atlanta and Portland markets among adults 18-34.

For the first time Edison's analysis included ratings for Portland. Pandora recently opened an office in Portland to focus on the local market radio opportunity.

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 for Metro Survey Areas. 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 advertisements.

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 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 Pandora's personalization – 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 United States turn on Pandora to hear music they love. www.pandora.com

(1) September 2011 is defined as August 18, 2011 to September 14, 2011

SOURCE Pandora Media, Inc.

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