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Pandora Cites 400 Local Ad Campaigns

Suzuki, Nissan Add the Web audio service

Pandora says it’s making inroads in local radio advertising markets, gaining listeners and adding companies to its stable of carmakers offering connectivity to its technology in the car via a smartphone connection.

The company says its aggressive hiring of salespeople in local radio markets is paying off with more than 400 local ad campaigns kicking off so far this year.

Details of two campaigns it released at the New York Auto Show include a Honda dealership in New Jersey and Wayne State University in Detroit. The company says its listenership continues to climb.

For the month of March, the company said its listener hours crossed the 1 billion mark, an increase of 88% from 567 million during the same time period last year. Pandora claims its share of total U.S. radio listening in March was 5.79%, an increase from 3.04% at the same time last year.

And finally, two automakers plan to add Pandora capability via a smartphone connection, bringing to 18 the number of automotive partnerships the Web-basedpersonalized music service has to date. Most 2013 model year Suzuki vehicles featuring a Garmin unit will enable drivers to hear Pandora when they connect their iPhone. Those Suzukis are expected to arrive at dealerships in the fall.

Nissan plans to add Pandora capability to the 2013 Altima. Those vehicles are expected to arrive at dealerships this summer.