THE 2021 DEFINITIVE
GUIDE TO AUDIO
Everything you need to know about the evolving audio landscape in one actionable guide. But first, take our quiz to find out how well you kept up with this year’s shifts in audio and media consumption.
First one’s a freebie.
Q: Are more people tuning into AM/FM or streaming audio in 2020?
A: Streaming audio.
STREAMING SOARS.
Shelter-in-place has even further accelerated our digital affinity. Now, over half of all daily listening (53%) is digital, taking the lead over traditional AM/FM for the first time ever. Unsurprisingly, advertiser dollars followed suit, making digital ad spend the only category to increase this year with 6% in year-over-year growth.
ESTIMATED PERCENT CHANGE IN AD SPEND YOY
Source: Edison Research, Share of Ear Q2 2020, Unique Report, July 2020, People 13+; IAB, 2020/21 Covid Impact On Advertising, August 2020
Enjoying the silence or cranking up the volume?
Q: Listening hours this year went...
A: Up.
WAY UP.
U.S. households increased their average daily audio streaming by almost a full hour between January and June. And when it comes to in-home devices, Pandora experienced the highest increase when compared with other platforms’ streaming hours (42%).
SHARE OF EAR: AMERICANS’ 13+ AUDIO LISTENING TIME BY LOCATION
Source: Comscore, Comscore Research Finds Increased Audio Streaming During Coronavirus Pandemic, July 2020; Edison Research, Share of Ear, June 2020
News, music, and podcasts, oh my!
Q: What's the top-performing content playing in listener's ears over last six months?
A: Music.
MUSIC STILL ROCKS. AND ROLLS.
While podcasts and other types of content have been making headlines, music continues to be the most important audio in our lives. This year has proven that no matter what, people everywhere turn to music as a constant companion and way to connect with each other.
Source: The Nielsen Total Audience Report, August 2020
Hey DJ, play it one more time!
Q: Which song reigned supreme on Pandora in the past six months?
A: Pinkfong, “Baby Shark”
HOT TAKE: IT’S A BOP.
As if quarantine wasn’t bad enough, there was a constant hum of “Baby Shark” in the background of many households. It also speaks to one of the benefits of quarantine, however, with an increase in family time as parents and kids are listening together. For advertisers, this means reconsidering tone and audience—you’re more likely speaking to the whole family vs. a solo listener.
Source: Pandora Internal Metrics, 2020, Based on Station Adds, Pandora Soundboard Study
Sounds like change.
The average lead time for media planning now (vs. pre-COVID) is...
A: 2 months.
PLANNING AT THE SPEED OF SOUND.
The average lead time for media plans has dropped by almost half. Advertisers are shifting to strategies that can deliver flexible planning and dynamic messaging—which is why everyone’s got their eye on programmatic audio advertising.
AVERAGE LEAD TIME FOR MEDIA PLANNING
Source: Advertiser Perceptions, Coronavirus Effect on Advertising Report, Wave 5, June 9, 2020
Authenticity resonates.
Q: Which spot builds a stronger connection?
A: Spot 2.
IT'S NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT.
COVID-19 is not a discount code. Spot 1’s overused phrases vs. Spot 2’s positive and uplifting message makes Spot 2 the winner. Consumers are listening to what brands say, especially now—and audio is the perfect tool to quickly refresh messaging and effectively deliver it to consumers’ ears.
Source: IAB, 2020/21 Covid Impact On Advertising, August 2020
Value this!
Q: Do brand values affect consumer buying habits?
A: Yes.
TAKE A STANCE— AND STICK WITH IT.
Consumers are demanding more. Today, over half of consumers are more likely to purchase from a brand that aligns with their social or political beliefs. This year’s global social justice movement is the biggest shift in this direction we’ve ever seen, bringing widespread awareness to the industry and forcing advertisers to rethink how they represent and connect with their audience.
Source: Pandora Soundboard, COVID-19 Poll, (N=1,995), March 2020
A is for audio.
And also for you, because you crushed it.
Compare notes with us and get ready for an awesome 2021 with the Definitive Guide to Audio.
© 2020 Pandora Media, LLC. All Rights Reserved.
