Broadcast radio is about to take another body blow as Pandora steps up it's efforts to sell local advertising. Radio is still a $14 billion ad sales market; and starting in May, advertisers will be able to compare Pandora's reach directly through services that filter 80% of all local radio ad sales.
The music streamer is also opening sales offices in the 25 top media markets in the U.S. Pandora reported that, as of January, it is has 65 million listeners or 8% of the U.S. radio audience.
“Pandora will now be there side by side, apples to apples, in the same systems used every day to purchase radio advertising,” Pandora CEO Joe Kennedy told Bloomberg. “We get terrific visibility on these systems.” Strata Marketing and Mediaocean which serve 1000+ ad agencies each have already been testing the addition of Pandora ratings, according to Kennedy.