Pandora and Toyota in Drive Time

PANDORA GETS BEHIND THE WHEEL: As part of Toyota’s just-unveiled, multi-year "Legends & Icons" advertising campaign, Pandora will brand stations and artists with various models of the automobile manufacturer. Expect lots of customized channels, artist spotlights, exclusive releases, radio “mixtapes” and video integration. Toyota executives pointed to a target demo of 18-49, though different stations and content will be matched to market research, for instance, the pair-up between the Highlander and Top 40. The deal started last Friday, and is slated to go through early 2013. Pandora now has 80 million registered users, according to the latest stats from the company. (3/7a)

BACK TO RUMOR MILL

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Pandora and Toyota in Drive Time

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