Pandora Touts New In-Car Milestones
June 25, 2013 at 3:50 PM (PT)
PANDORA has released new in-car milestones that the company notes, "demonstrate continued growth and momentum in the automotive category." To date, PANDORA has seen more than 2.5 million unique activations through integrations from the 23 major automotive brands and 8 aftermarket manufacturers with whom the company has established partnerships.
PANDORA Chief Marketing Officer SIMON FLEMING-WOOD said, "The vehicle is the traditional home of radio and thanks to our deep roster of forward-thinking automotive partners, PANDORA has been seamlessly incorporated into the dash of more than 100 different vehicle models made available by our partners. We're thrilled that millions of people are enjoying Pandora through these integrations, which make listening to personalized internet radio as easy as AM/FM radio."
Broadcast Radio Pushes Back
CUMULUS President & CEO LEW DICKEY told ALL ACCESS, "PANDORA continues to be unburdened by facts when telling their story. Look no further than ARBITRON's latest release that says radio's audience increased year over year, adding more than 430,000 weekly listeners. ARBITRON says radio now reaches 242.5 million listeners, or 92 percent of persons, age 12 and older, on an average weekly basis. Additionally, daily time spent listening to radio among persons age 12 and older held steady spending approximately 2 hours and 36 minutes a day. Free, local, live and mobile is what bonds a quarter billion Americans to our great medium."
In response to an article in ADAGE indicating that "Traditional radio broadcasters, meanwhile, are urgently debating their fear that some automakers may eventually stop equipping cars and trucks with AM/FM tuners at all, "CLEAR CHANNEL MEDIA AND ENTERTAINMENT VP Marketing & Entertainment ANGEL ARISTONE told ALL ACCESS, "Radio stations are already in more than 240 million vehicles -- it’s called AM/FM radio! Almost 93% of all audio listening is still done via broadcast radio.
"That said, although only about 8% of all listening is digital, we absolutely believe in the future of digital radio, which is why we continue to make iHEARTRADIO a priority. And it's been incredibly successful — 180 million downloads to date and the fastest to 20 million registered users in Internet history. iHEARTRADIO is currently available in FORD, CHRYSLER, GENERAL MOTORS, TOYOTA and LEXUS vehicles, and growing all the time. iHEARTRADIO is available on a variety of other platforms as well.
"It's also important to keep in mind that we've seen many auto companies point out that while they're excited about the possibilities of Internet radio services and interactive dashboards, they've found that consumers expect them to offer AM/FM radio in their cars."
KATZ EVP/Radio Analysis & Insights MARY BETH GARBER commented to ALL ACCESS, "The connected dashboard that is being developed and parceled out by DETROIT and includes iHEARTRADIO and HD RADIO and many other offerings. But there are 245 million cars on the road -- and DETROIT is very happy when it sells 13 million cars a year and only a small percentage are connected. AT&T was just interviewed about the connected car and expects a total of 20 million connected cars by 2018 out 245 million cars.
"Do the math -- it will be a decade or more before this is something to really brag about -- but all of the evidence shows us that listening to PANDORA and music streams is additive and not in place of radio.
"ARBITRON just ran a few SCARBOROUGH reports and looked at PANDORA and in the Top 5 markets. 96% of those who were identified as PANDORA listeners also listened to AM & FM radio in the past week and these were more likely to be radio listeners than the average person in the market."