Pandora’s multichannel holiday push reaches across NBA and ‘Elf’


  • Pandora today is launching its “Vacation Strikes Various” campaign across TV, out-of-home and digital ads which feature taping artist Sia, per information emailed to Marketing Dive. As part of the campaign, Pandora will present a top-quality integration including Guillermo, the co-host of ABC’s “Jimmy Kimmel Live!,” and a takeover in the motion picture “Fairy” during the “Best Christmas Ever” programming on video channel AMC.
  • From today through Dec. 14, Pandora is sponsoring ABC and ESPN’s “Holiday Hoops” programming during early-season college basketball games. With the return of the NBA’s routine season leading into Christmas Day, Pandora will run TV areas to promote its Uninterrupted station that includes music chosen by top players from the league and the WNBA, according to the company.
  • The multichannel campaign intends to show how the audio streaming platform can assist listeners to make the perfect soundtrack for vacations invested in the house.


Pandora’s multichannel project is highlighting the broad series of shows that the streaming audio service, which is owned by SiriusXM, carries throughout the holiday season. With numerous people investing more time in the house throughout, the pandemic, Pandora saw a 7% annual gain in listeners to its vacation stations from Oct. 15 to Nov. 15, according to the business. As Pandora deals with growing competition from rivals like Spotify and Apple Music that are running their own year-end campaigns, its multichannel approach can reach a broad audience.

As part of the project, Pandora is showcasing a variety of features for its virtual stations that streamed curated playlists. 2 of its most popular holiday stations, Christmas Radio and Holiday Hits are amongst the handful of genre stations that now have seasonal Modes include that helps people to customize the listening experience. The Christmas Radio station is running a “Vacation Top Thumb Hundred Mode” to display holiday tunes that have received the most “thumbs up” votes on Pandora. In addition, Pandora now permits users to customize the iPhone app icon with two different holiday styles.

Pandora Live, the platform’s showcase for live streamed performances, likewise is running holiday-related programming. C and w star Dolly Parton on Dec. 4 hosted a holiday special that included efficiencies by Tasha Cobbs Leonard, Brett Eldredge, and Carly Pearce. Carrie Underwood, who is the most streamed female country artist on Pandora, will perform songs from her very first full-length Christmas album titled “My Present” on Pandora Live in a show sponsored by Audi at 9 p.m. ET on Dec. 8, per a statement. The live streamed performances continue the year-long pattern of live streamed home entertainment focused on customers who are investing more time in the house because of the pandemic.

Pandora also is showcasing programs for Continuous as college basketball and the NBA’s routine season ramp up amidst the pandemic disruptions. Pandora last summer introduced the station to feature music choices from star athletes consisting of LeBron James as the NBA resumed its 2020 season following a three-month suspension. James co-founded Undisturbed to establish a variety of programming featuring professional athletes who have become more sophisticated about managing their public images and getting in touch with fans.

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