Is Pandora a viable advertising medium?

Just last week Pandora released their April listening metrics, and things seem to be going very well for the online broadcaster. While they still have a long way to go to catch up to traditional radio, check out these numbers as reported by Pandora:

  • Listener hours for PANDORA during the month of APRIL 2014 were 1.70 billion, an increase of 30% from 1.31 billion during the same period last year.
  • Share of total U.S. radio listening for PANDORA in APRIL 2014 was 9.28%, an increase from 7.33% at the same time last year.
  • Active listeners were 76.0 million at the end of APRIL 2014, an increase of 8% from 70.1 million during the same time period last year

We’ve utilized Pandora for several of our clients since January with great success. The amount budgeted towards Pandora is considerably less than we budget for traditional radio, but with the results we’ve seen that could soon change.

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