Pandora announced at the CES today that it will begin rolling out in-car advertising this month. Major national brands including BP, Ford Motor Company, State Farm and TacoBell are already on board. Pandora, which today reported more than 76.2 million active monthly listeners and more than 1.58 billion listening hours across all platforms in December 2013, is currently available on nine out of the 10 best-selling passenger vehicles. More than four million unique users have activated Pandora through a native integration across the 23 major auto brands and eight aftermarket manufacturers on the companys partner roster, representing an increase of 244 percent from the same time last year.
Pandora Chief Marketing Officer Simon Fleming-Wood said, "Nearly half of all radio listening takes place in the car. We knew early on that to redefine radio, we would need to seamlessly deliver Pandora through in-dash entertainment systems. With an 8.60% share of total U.S. radio listening and unmatched growth and adoption of Pandora in the car, we are now seizing the opportunity to connect advertisers with a more targeted audience than traditional radio can provide."
Advertisers will now have the opportunity to reach in-car audiences through 15- and 30-second audio spots that will run across the 130 vehicle models that include a native Pandora integration, in addition to the more than 270 aftermarket automotive devices that feature the personalized radio service. The company will introduce listeners to the in-car advertising experience by delivering fewer audio ads than on any other Pandora platform. Pandora listeners who subscribe to a Pandora One premium account will continue to enjoy an ad-free listening experience.