Plug into Autumn with Audio: Fall Marketing Ideas on Pandora

While summer might be in full swing, it’s not too early to start thinking of fall. The heat waves and crowds summer brings might just have you longing for chillier days—and the upcoming holiday season. And if you’re in marketing and advertising, we know your mind is already there. 

You can expect consumers to celebrate the fall holidays (and every other day) with streaming audio, giving brands the opportunity to reach them ahead of Halloween and the biggest shopping day of the year. Almost half of adults 18 and up plan to celebrate Halloween by listening to music, up year-over-year. And among adults celebrating Thanksgiving, 56% say music provides the soundtrack to gatherings. But these are just some 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-flavored everything 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 eating candy to donning costumes, Halloween is all about the good times, with music enhancing the fun and frivolity. Listeners of all ages crank up classics like “Somebody’s Watching Me,” “Ghostbusters,” and “Thriller” as they indulge in tricks and treats. And they’re tuning in to curated playlists on Pandora, too. Listeners added 34% more stations on the day of Halloween than any other Thursday in October.  

With listening and engagement on the rise this fall, streaming audio is a frighteningly good place for brands to advertise. Over six in 10 adults 18 and up plan to celebrate Halloween in the next 12 months. And as consumers get ready for parties, wait for the next batch of trick-or-treaters, or carve a pumpkin, they’re doing it to the rhythm of their favorite audio. Trending stations for Halloween, compared to the week prior, include these spine-tingling stations:

• Handpicked 100: Scary Shuffle: +1127% in listeners

• Spooky Halloween: +606% in listeners

• Boo Y'all: +329% in listeners

• HALLOWEEN MUSIC: +222% in listeners

Show Some Gratitude for Co-Listening

After Halloween comes and goes, listeners look forward to Thanksgiving. From traveling, to cooking, to feasting with family and friends—Thanksgiving is all about togetherness. And streaming audio is there to set the mood. Listeners added 34% more stations on the holiday than any other Thursday in November. Among adults 18 and up who celebrate, 41% say music connects them to their family and friends. As they pass the mashed potatoes and pie, they’re likely listening to these mouth-watering (and trending) stations, which saw large increases compared to the week prior:

• Turkey & Jams: +1058% in listeners

• Thanksgiving Day: +364% in listeners

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. And if you’re looking to target young, diverse audiences, keep this in mind as you set the table (and your campaign)—adult listeners 18 and up who are Black, Hispanic, and Gen Z over-index for listening to music while celebrating Thanksgiving.  

Beat the Crowds, and 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 found that 64% of Pandora listeners 18 and up 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. Plus, thanks to our advanced targeting solutions, you can reach listeners when they’re feeling all types of moods—energetic as they walk into the store, celebratory as they snatch the last item on the shelf, or angsty as they wait in a long line to checkout. 

Listeners added 11% more stations on Black Friday than any other Friday in November, whether they’re tuning in while driving to the mall or pressing “purchase” at home. Stations like Holiday Thumb Hundred saw a +920% increase in listeners compared to the previous weekend while Navidad Dominicana saw a +278% increase in listeners.  

Digital Audio is Always in Season 

Streaming audio perfectly accompanies listeners throughout 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. 

Learn More about Holiday Advertising Opportunities