Plug into Autumn with Audio: Fall Marketing Ideas on Pandora

Our listeners are celebrating the season with streaming audio, giving brands the opportunity to reach them ahead of the biggest shopping day of the year. 

The time for fall festivities is near. The days will be getting chilly soon, stores are already filling up with holiday decor, and people will be celebrating traditions with music by their side. In fact, 43% of people who celebrate Halloween plan to celebrate with music. But that’s just one of the many opportunities for brands to reach audiences on Pandora. For advertisers looking for fall marketing ideas, read on.

Holiday Advertising Opportunities Are in Season

As leaves change and pumpkin spice takes over, streaming audio is there for mundane moments (like working and doing chores), family bonding (like dinners and game nights), and holiday celebrations (like Halloween and Thanksgiving).

Give Listeners a Thrill

From candy to costumes, Halloween is all about good times, with music enhancing the fun and frivolity. Listeners of all ages crank up campy favorites like “Monster Mash,” Spooky, Scary, Skeletons,” and “Deadman’s Party” as they indulge in tricks and treats. And they’re tuning in to curated playlists on Pandora, too. Listeners added 38% more stations on the day of Halloween than any other Tuesday in the year.  

With listening and engagement on the rise this fall, streaming audio is a frighteningly good place for brands to advertise. And over six in 10 of Pandora listeners plan to celebrate Halloween. As consumers get ready for parties, wait for the next batch of trick-or-treaters, or just get into the spirit, they’re doing it to the rhythm of their favorite audio. In addition to a massive increase in themed station adds, unique visitors to stations for artists with spine-tingling hits spiked last year, including artists like the Misfits (+64% in station adds) and Michael Jackson (+26% in station adds).  

Show Some Gratitude for Co-Listening

Traveling, cooking, and feasting with family and friends—Thanksgiving is all about togetherness. And streaming audio is there to set the mood. The Wednesday before Thanksgiving was the second highest day for time spent listening for the entire second half of the year in 2023. And with a 12% increase in listeners on connected-home devices compared to the previous week, chances are that audiences are co-listening with loved ones as they pass the mashed potatoes.

Brands can cook up advertising success throughout the week of Thanksgiving with streaming audio. Spikes in listener traffic and station adds make our Thanksgiving and Friendsgiving stations the obvious choices. But did you know that the chefs who make the big meal possible are turning to audio as they stir the gravy and knead the dough? Last year, 49% of Pandora listeners tuned in while cooking.

Get in Early for Black Friday

Once the plates are cleared on Thursday, there’s one thing on everyone’s mind: Where can I get the best deals on Black Friday? We saw that over 60% of Pandora listeners 18+ listeners shopped at any key sales dates/events for Black Friday.   And Pandora puts brand messages in their ears throughout the week leading up to the biggest shopping day of the year.

Listeners added 10% more stations on Black Friday than any other Friday in November. Stations like Friendsgiving saw a 1,080% increase in listeners compared to the previous week and Swingin’ Thanksgiving saw a 1,507% increase in station adds compared to the previous week.   Advertisers searching for fall marketing ideas can meet listeners on these hit Pandora stations.

Streaming audio accompanies listeners through sweater weather and beyond. With an endless list of options for advertisers to meet the right audiences, the full SiriusXM Streaming Network allows brands to extend their campaign reach even further. Ready to share in the streaming audio bounty of the season? Let’s talk. 

And if you want to know more about brand opportunities with digital audio this holiday season, download The Advertiser's Guide to the Holidays.