March 5th, 2013 | Read more articles from 2013 or Visit the News Archive
Pandora Listener Data is Available from STRATA
Originally appearing on The Wall Street Journal March 5, 2013 by Melodie Warner
Pandora Media Inc. (P) said three popular media-buying platforms will offer automatic access to the Internet-radio operator’s audience ratings, a move that will allow advertisers to compare Pandora’s audience data more easily with those of broadcast radio stations.
The company said radio buyers using STRATA and MediaOcean’s Donovan Data Systems and MediaBank stewardship systems previously had to research Pandora audience ratings manually.
Pandora said STRATA and MediaOcean will now import Triton Digital’s webcast-metrics-local data into their software platforms, allowing radio buyers to view and compare Pandora’s audience data.
“With consumers shifting from broadcast to Internet radio, it’s important to have the industry adopt technology to help advertisers make smarter planning and buying decisions,” said Pandora Chief Revenue Officer John Trimble. “The integrations will help advertisers understand the power of Internet radio and make the smartest buying decision at both the national and local levels.”
Pandora’s share of total U.S. radio listening rose to 8.03% in January, while the number of active listeners stood at 65.6 million, an increase of 38% from a year ago.
Pandora had been reporting wider quarterly losses as its robust listener growth has brought with it higher royalty costs for the songs it plays. However, in December Pandora reported that its fiscal third-quarter profit jumped as a 60% revenue increase helped to mask a big rise in costs.
Shares were recently trading 2% higher at $12.25 premarket. The stock is up 31% so far this year, through Tuesday’s close.