Pandora listeners are spending on average 5 hours and 30 mins listening to audio daily. It’s time to evaluate if consumer behavior is driving your media mix. Are you allocating the right amount to Audio?
The challenge in audio lies with measurement. Additionally, co-listening is not being measured and taken into account in current digital audio plans.
We see this as a huge missed opportunity for marketers, and that’s why Carat, Pandora and Edison Research partnered to better understand and quantify co-listening usage with audio. For the first time ever, we now know the true impact and value of a streaming audio ad impression due to co-listening.