It was less than two weeks ago many of you were part of a very lively discussion about how many commercials you should be playing on your radio station. We also debated just how successful an ad campaign could really be when a commercial is 6th or 7th in a long commercial pod. It appears Pandora has just been handed a wealth of data that contributes to the very real belief that you’re playing way too many commercials.
The folks at Pandora have quickly jumped all over Edison Research’s latest data about AM/FM listeners that change stations about 22 times per commute. Pandora has already published a white paper with Edison’s logo and data all over it. In the presentation (READ IT HERE) Pandora states “by a significant margin, the top two reasons for switching AM/FM are the commercials and to skip disliked songs.”
Pandora also claims that 7 out of 10 drivers report that they change the station when they are in the car and listening to AM/FM when commercials come on. If true, that would certainly be bad. After all, everyone knows that most listening is done in the vehicle and the radio industry often touts how important it is to connect with the consumer as he or she gets close to making a purchase. Pandora claims that 7-out-of-10 number was part of the Edison Research study, however we were not provided that data from Edison.
Hitting You Where It Hurts
Pandora asks what all this AM/FM channel changing means for your advertisers? In its presentation, Pandora says drivers know that radio stations often play 10 or more commercials in a row. “They also know they can avoid them with a simple push of a preset. Seven out of 10 commuters report they don’t listen to the full commercial break, and nearly half of them claim they don’t even last through the first commercial. But it’s not just the ads that are causing them to switch—it’s equally due to repetitive, unpersonalized playlists. And what happens when you combine repetitive playlists with a seemingly endless run of commercials? You get drivers who switch stations a lot—22 times in each direction of their daily commute. That’s 44 switches just going to and from work.”
Pandora, quoting the research from Edison, says commuters who listen to other forms of audio (such as streaming, satellite, or a personal music collection) only switch a fraction as much—just 9 times per commute. “Personalized audio in a low-clutter environment simply results in more driver attention.”
The final page of the presentation says, “When Pandora Plays Your Message Works.”
Read the full Pandora White Paper HERE and the latest Pandora blog on the subject HERE. Check out the Edison press release HERE. We requested the entire Edison report but were told it was proprietary and for clients only.