Pandora Does Not Steal Broadcast Radio Listeners, Nuvoodoo Says

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CINCINNATI, OHIO— More than 60 percent Pandora users listen to the digital service at least 30 minutes per day and nearly as many Pandora users spend that much time with broadcast radio, according to the latest NuVoodoo Ratings Prospects Study from the media research and marketing company.

The company interviewed nearly 1100 respondents, ages 14-54, in all PPM markets to update insights on the relationship between broadcast radio and digital music provider Pandora. As Pandora experience increases, so does the percentage that listen to it at least 30 minutes. But the percentage spending at least that much time with broadcast radio did not decrease.

“We know that many Pandora listeners are also heavy users of broadcast radio, but we’re interested in whether those using Pandora begin to pull away from broadcast radio over time,” said NuVoodoo Media Services Vice President of Research Leigh Jacobs. “These latest results validate our hypothesis that longer experience with Pandora doesn’t equate to less listening to broadcast radio.”

NuVoodoo will release more of the study’s findings over the coming weeks.

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