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RAIN 5/31: Katz360, Trition Digital reportedly exploring local Net radio ratings

Posted on: 05/31/2011

PANDORA’S YOUNGER-DEMO L.A. LISTENING OUTRANKS ALL BUT 2 LOCAL STATIONS’ B’CAST AUDIENCE

Inside Radio today reports that Katz360 “is having conversations with Triton Digital about producing local online audio rankers for radio’s largest markets.”

Katz360 president Brian Benedik says local Internet radio rankers would be “a big jumping-off point” for local advertisers, allowing them to “truly evaluate what audiences these specific webcasters are bringing to the table.”

The need for local web radio rankers may be driven by Pandora’s strong growth, which “has enabled the pureplay webcaster to reach significant local scale in a number of the largest markets,” as Inside Radio writes. Indeed, the publication estimates that Pandora’s AQH would rank 11th in the L.A. market, 17th in Chicago and 20th in New York.

“In L.A.,” writes Inside Radio, “[Pandora] would rank top three among over-the-air stations in both 18-34 and 18-49 in March.” Make no mistake, this is comparing Pandora’s L.A. online audience to L.A. broadcasters’ over-the-air audience — and the former makes it into the top three.

Plus, Pandora has opened local sales offices in San Francisco, New York, Los Angeles, Chicago, Detroit, Dallas and Atlanta.

“The next logical evolution of their monetization platform is to go after local radio budgets,” said Benedik. Pandora is a Katz360 client.

But Inside Radio points out that launching local streaming radio rankers may not be easy. “The complexity of local markets and measuring these fragmented media channels is something we need to consider and resolve,” said Mediavest EVP Maribeth Papuga.

You can read more by subscribing to Inside Radio here.

STUDY PREDICTS TWO-THIRDS OF WEB USERS WILL STREAM NET RADIO WEEKLY BY 2015

Over a third of Internet users age 12 and up in the U.S. — 37.5% — stream Internet radio weekly, according to a new eMarketer study. That represents 79.3 million web users and is up 25.8% over 2010.

Moreover, eMarketer predicts that by 2015, 68.2% of U.S. web users will listen to Internet radio weekly.

Ad revenues are on the rise for web radio too. $800 million will be spent on Internet radio ads in 2011, up 27.4% over 2010. By 2015, ad revenues for web radio will reach $1.6 billion, says eMarketer. You can find out more here.

BIZ COLUMNIST SAYS CHANGE IN MUSIC LICENSING COSTS NECESSARY FOR PANDORA TO SURVIVE

Pandora is readying their IPO and investors appear to chomping at the bit, but one analyst isn’t impressed with the webcaster’s business model. Looking over Pandora’s newly-released figures for Q1 2011 (RAIN coverage here), Jim Edwards sees a “mutual suicide pact.”

He writes in CBS business publication BNet that Pandora is “locked into a Catch-22,” where every new listener costs the company more money due to licensing. “The only way Pandora can become profitable is by selling more ads, or by charging more for the ads it sells, and hoping those increases outstrip its music costs. Unfortunately, the opposite is happening.” You can read Edwards’ full column here.

STEVE JOBS WILL ANNOUNCE iCLOUD MONDAY

Apple has confirmed that it will unveil its music cloud service, not surprisingly dubbed iCloud, at WWDC (Worldwide Developers Conference) Monday, June 6. Steve Jobs himself will announce the service as part of his keynote, which is expected to also touch on new software for Mac and iPhone products. Engadget has more coverage here.



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