Pandora Attracts More Listeners, Advertisers
Internet radio service Pandora, which just announced a 48% increase in active listeners to 56 million by the end of August, continues to excite advertisers. Pre-roll online spots should
also continue to garner more ad dollars, according to a Wall Street analyst.
“Advertisers are loving Pandora,” came a headline in a report by Wells Fargo’s Marci Ryvicker Friday.
She said speaking with advertisers, they indicated that Pandora is viewed as a “very efficient local buy for large, national advertisers.” With pre-roll, she wrote the interest is mitigated by a “lack of a comprehensive measurement system.”
Ryvicker also wrote that the “core ad trends” in the TV business continue to be “on fire.” That is helped by political ad demand, which will ebb in December, but the telecom and auto categories could help in 2013.
As for autos, she expects the category to be up as much as 20% this year. GM and Honda could also help drive growth next year with innovations to promote.
Ryvicker also wrote that Kantar Media indicated in a presentation at the TVB Forward conference that political spending in Wisconsin, where vice presidential candidate Paul Ryan may help the Romney campaign, has been higher than expected, while dollars in Pennsylvania and Missouri, where the Republican candidate has been disavowed by members of his own party, have been less than expected.