More than half of Country radio P1s have heard of Pandora, according to new data from Edison Research. About the same percentage point to DJs as one of AM/FM's primary advantages over Internet radio.
The information was presented yesterday by Edison Co-founder and President Larry Rosin at the Country Radio Seminar.
Edison's survey of 1,000 Country radio fans found that 53% of P1s had heard of Pandora and 6% "frequently" listen to it. Comparitively, 64% of non-Country P1s had heard of Pandora and 13% use it frequently (both compared to 67%/56% who say they listen to AM/FM frequently, respectively).
The survey also asked respondents about iHeartRadio: 23% of Country P1s had heard of the service, with 2% using it frequently. For non-Country P1s, the percentages were 31% and 2%. Finally, 8% of Country P1s had heard of Spotiy, compared to 15% of non-Country P1s.
What keeps Country radio fans listening to AM/FM stations? "Live, local DJs are one of the big advantages that radio has over Internet and satellite outlets... Both P1s and non-P1s are generally equally as enthusiastic about DJs. Half of both groups say that DJs are a prime reason that AM/FM radio is better than internet radio," said Rosin.
"I have watched with bemusement as the radio industry has engaged in a philosophical discussion of 'what is radio?' Who cares? DJs, in my opinion, are the only real competitive advantage we have [in terrestrial radio]. Every time we voice track a daypart or fire an air personality, we are shaving away our competitive advantage."