• January 7, 2014
  • 2 minute read

Drive Time

In Car Audio

Pandora is reaching more consumers in their cars, and now advertisers can, too.

Pandora is everywhere your customers are, from their laptops and tablets to their smartphones and connected TVs. But it’s also in your customers’ cars – and it’s as easy to access as AM/FM radio.

In fact, Pandora has pioneered in-dash and after-market stereo integration for streaming radio. Back in 2010, Ford rolled out the first Pandora-integrated car. Since then, more than 4 million unique users have activated Pandora through a native integration across the 23 major auto brands and 8 aftermarket manufacturers on the company’s partner roster, representing an increase of 244 percent from the same time last year.

According to a recent user study, Pandora is a must-have feature in in-car infotainment systems, second only to maps and navigation systems. That demand is driving adoption by the major car manufacturers. “Pandora is currently available in nine out of the 10 best-selling passenger vehicles,” says Heidi Browning, Sr. Vice President of Strategic Solutions at Pandora. “We’re seeing significant year-over-year growth in unique listeners and listening hours as consumers make Pandora a regular part of their daily commutes.

“It just shows people’s passion for personalized music while on the road,” she added. “Listeners are skipping the AM/FM dial and heading straight for the ’P’ button.”

Who’s Listening?
The Pandora in-car listener, according to Pandora internal data, skews more male than the average listener and they tend to be affluent, early adopters of technology, and new car buyers. They’re loyal and engaged listeners: they’ve had their Pandora accounts longer than the average listener and interact with Pandora through thumbing up and down more frequently than on any other platform.

The Opportunity
Until now, Pandora has been delivered in cars ad-free. But due to significant growth in in-car listening, we can offer brand advertisers an innovative, first-to-market opportunity that delivers a national audience at scale. We’re proud to announce our inaugural in-car launch sponsors include BP, Ford Motor Company, Taco Bell, State Farm—brands that jumped at the chance to connect with Pandora listeners in this new advertising environment.

“Pandora’s offers in-car audio that’s personalized to each listener, and an advertising platform that, we believe, is much more effective than the traditional approach of AM/FM radio,” says Browning. “ We deliver more music and fewer interruptions, for one thing, making a much better experience for the listener. And we all know, what’s good for the listener is great for the advertiser. We couldn’t be more thrilled to have these amazing brands on-board. “

If you’d like to be a part of Pandora’s in-car launch program and break new ground with us, call your Pandora sales representative today, or give us your contact information here and we’ll be in touch.

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