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‘It’s Up to You’: Ad campaign to encourage coronavirus vaccination gets underway

Pandora joins campaign, overseen by the Ad Council, billed as one of the largest public education efforts in U.S. history

February 25, 2021

For tens of millions of Americans still unsure about taking coronavirus vaccine shots, advertising industry experts and government scientists have a new message: “It’s Up to You.”

That message and accompanying ad campaign — shaped by months of consumer research and backed by more than $50 million in donated funds — is to be unveiled Thursday across TV and digital video, social media and audio platforms like Pandora and Spotify. It also will include messaging tailored toward Black and Hispanic communities, where studies have found a lack of trust about the coronavirus vaccines and their long-term effects. The ads and related events will feature celebrities, scientists and members of the faith community.

The campaign — the first concerted effort urging Americans to get vaccinated against the novel coronavirus — will further encourage those skeptical of the vaccines to visit a new website, getvaccineanswers.org, for the latest information on the safety and availability of vaccines.

The campaign was overseen by the Ad Council — the nonprofit communications industry group responsible for landmark ads such as Smokey Bear and famous public health messages including “Friends Don’t Let Friends Drive Drunk” — which has billed “It’s Up to You” as one of the largest public education efforts in U.S. history. Experts at the Centers for Disease Control and Prevention closely consulted on the campaign, which was announced in November as the first coronavirus vaccines were nearing release. The CDC’s branding also will appear in ads.

Read more in the Washington Post

Audio Advertising, Digital Advertising, Digital Radio, Digital Streaming, Health, Pandora, SiriusXM
Publication

SiriusXM Adds 174,000 Satellite Radio, 64,000 Pandora Subs in Second Quarter

Hollywood Reporter
Georg Szalai

July 30, 2019

Audio entertainment giant SiriusXM, the home of Howard Stern, on Tuesday reported continued growth in its satellite radio and Pandora subscribers.

Digital Radio, Music Industry, Pandora, SiriusXM
Publication

The Spectacular Existential Crisis of Pandora

Rolling Stone
Amy X. Wang

November 02, 2018

By the time Roger Lynch took over as the company’s fourth CEO in four years, the chances of rising from the ashes were slim. “Everyone wants to feel like they’re on a winning team, and employees really loved the company but felt like it was losing,” Lynch tells Rolling Stonenow, almost exactly one year after he took charge of the slipping business. But Pandora has actually weathered that year well — and, to the surprise of many, even came out a bit stronger at the other end. Headlines lit up the company once more last month, but with a very different sheen: Satellite radio giant SiriusXM announced its intent to buy Pandora in a $3.5 billion all-stock deal, which will soon create the biggest audio entertainment company in the world. Under new parents and an aggressively remixed business model, Pandora is determined to be relevant again — if, that is, music fans are willing to take it back.

Copyright, Digital Radio, Music Industry, Pandora
Publication

Here’s Why SiriusXM is Purchasing Pandora for $3.5 billion

AdAge
George P. Slefo

September 24, 2018

SiriusXM said Monday that it is acquiring Pandora in a $3.5 billion deal that aims to create an all-encompassing digital audio offering that will reach some 100 million users in their vehicles, in homes and on mobile devices. During a call with investors this morning, Jim Meyer, chief executive at SiriusXM, said many potential new listeners try out the satellite radio service when they get a new or used vehicle, but often do not become paying subscribers.

Digital Radio, Music Industry, SiriusXM, Streaming Subscriptions
Publication

Halfway Through 2018, Streaming’s Continued Growth Defies Mathematical Trends

Billboard
Ed Christman

July 25, 2018

In the first half of 2018, overall on-demand streaming increased 41.7 percent to reach 403.5 billion U.S. streams, according to Nielsen Music. That growth defies mathematical trends, which dictate that, as a base enlarges, it becomes harder to achieve a bigger percentage growth than in preceding time periods.

Digital Radio, Digital Streaming, Music, On-Demand Streaming
Publication

Pandora Picks Up The Pace On Programmatic

AdExchanger
Alison Weissbrot

May 16, 2018

After purchasing programmatic audio platform AdsWizz in March, Pandora has become a force in the market.

Audio Advertising, Digital Radio, Digital Streaming, Pandora
Publication

Nielsen 360 Study Finds Consumers Love Streaming Music, But Radio Still Strong

Billboard
Ed Christman

November 15, 2017

Consumers are flocking to music, with streaming becoming the preferred channel of choice. The latest study from Nielsen Music shows 90 percent of the population listens to music and that, on average, they do so 32.1 hours a week.
Digital Radio, Digital Streaming, Music, Streaming Subscriptions
Interview

New Pandora CEO Roger Lynch On the Future of On-Demand Subscriptions & Taking On Radio

Billboard
Robert Levine

September 29, 2017

Pandora just entered the on-demand music ­subscription business, but the Oakland, Calif.-based company has been streaming songs for almost as long as Apple’s iTunes Store has been selling them.

Digital Radio, On-Demand Streaming, Pandora, Streaming Subscriptions
Publication

It’s a streaming world

VICE News
Noah Kulwin

March 31, 2017

Streaming services accounted for 51 percent of total U.S. music revenue in 2016 — about $3.9 billion — from a mix of paid subscription services (Spotify Premium, Apple Music), ad-supported services (free Spotify, YouTube), and internet radio (Pandora).

Digital Radio, Digital Streaming, On-Demand Streaming, Streaming Subscriptions
Publication

Pandora Just Released Its Spotify Killer, And It’s Surprisingly Impressive

Fast Company
John Paul Titlow

March 13, 2017

Now the app has a new trick: Its brand-new on-demand music subscription tier, built to rival Spotify and Apple Music, is layered seamlessly on top of its famous people-and-data-powered playlisting engine. Pandora Premium is here.

Digital Radio, On-Demand Streaming, Pandora, Streaming Subscriptions
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