Pandora Local Market Analysis By Edison Research: Methodology

Definitions

Listeners
Only registered users are counted. Registered users are Pandora users who have created an account, providing their age, gender, zip code and email address. Pandora One subscribers or listeners who are not registered (anonymous users) are not included in the analysis. In addition, no attempt is made to determine if more than one person is listening at a time.

Market Area
This analysis used publicly available Metro Survey Area (MSA) definitions, as defined by Arbitron. Listeners were coded into a MSA based on their current zip code information.

Audience Measurements

Average Quarter Hour
In order to qualify as having listened, a listener must have listened for at least five minutes during a quarter hour. Listening does not need to be contiguous during a quarter hour. Time is measured in seconds.

In cases where a listener skips, pauses, changes stations or leaves Pandora before a song completes, the actual time listened prior to the action is counted and not the entire song length. When listening to a song crosses into a subsequent quarter hour, each quarter hour is credited with its share of time.

Any qualifying quarter hour is included in the average quarter hour calculation (AQH).

Cume
Any listener listening to at least one quarter-hour within a time period is counted as a distinct listener (Cume).

Data

Privacy
In the course of this analysis, Pandora has not shared any personally identifiable information with Edison. Any information that has been shared has been de-identified and/or shared in aggregated form.

Qualifying Data
Data sent to Edison are a subset of the same data sent to SoundExchange for reporting royalty payments, information about which is included in our financial statements, which are audited by our independent auditors, Ernst & Young, and filed with the SEC. Only registered users listening in the analyzed markets are included.

Limitations
Edison accepted the validity of the data provided by Pandora.

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  1. […] Edison Research analyzed Pandora data to determine exactly how many listeners tuned in, how long each listened, and then converted that into Average Quarter Hour and weekly cume metrics using industry accepted methodology for metro survey areas. For this analysis, Edison did not include Pandora One subscribers who are not served any advertisements. To see the full methodology please visit: http://www.edisonresearch.com/home/archives/2012/01/pandora-local-market-analysis-by-edison-research… […]

  2. […] Edison Research analyzed Pandora data to determine exactly how many listeners tuned in, how long each listened, and then converted that into Average Quarter Hour and weekly cume metrics using industry accepted methodology for metro survey areas. For this analysis, Edison did not include Pandora One subscribers who are not served any advertisements. To see the full methodology please visit: http://www.edisonresearch.com/home/archives/2012/01/pandora-local-market-analysis-by-edison-research… […]

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