Pandora Dominates Los Angeles Radio
In yesterday's article, I was the first to compare Pandora's results in a major local market, Dallas-Fort Worth, to that of terrestrial radio stations in the metro. Today, I look at the nation's second-largest market, Los Angeles, where Pandora puts up an even stronger performance than it did in DFW. Refer to Wednesday's piece for ratings-related definitions/methodology and a link to fair use guidelines of Arbitron's proprietary data.
In LA, during the month of March, for the Monday through Sunday, 6 a.m.to Midnight period, Triton credits Pandora with Average Quarter Hour (AQH) ratings of 1.2, 0.9 and 0.7 among Adults 18-34, Adults 18-49 and Adults 25-54 years of age, respectively, in Los Angeles. Based on these numbers, it's not a stretch to say Pandora dominates Los Angeles radio.
Pandora has double the 18-34 AQH rating of the two terrestrial stations, legendary outlets Power 106 and the home of Ryan Seacrest's morning show, 102.7 KIIS-FM, tied for the top spot in Arbitron's LA figures for March. In the 18-49 year old demographic, Pandora is No. 1 in LA, based on Triton's measurement, beating out the same two stations by considerable margins. Pandora also takes the top spot in the all-important 25-54 year old category at 0.7, putting it ahead of top terrestrial stations, KIIS-FM and Adult Contemporary outlet KBIG-FM.
While this does not spell the absolute end for terrestrial radio, it's pretty close.