Web Exclusive: Pandora using music to predict political affiliation

Web Exclusive: Pandora using music to predict political affiliation

(CNN) - What do your music choices say about you? Pandora radio hopes the songs you pick will reveal your political preferences as well.

So, if you listen to country music, does that mean you are a republican? and if you love reggae music are you a democrat?  Pandora reportedly hopes so and plans on cashing in.  The Wall Street Journal reports that starting next week, Pandora radio will launch a new advertising service based on a user's perceived political leanings.

According to the Journal, the company will match election results to users' musical picks by zip code.  Then it will label a listener as a likely democrat or republican.  From there, it will be easier for political organizations to target you specifically.  The Journal says users can't opt out of politically targeted ads if they are enjoying the free service, but you can purchase the ad-free service for $3.99 a month.

Pandora tells the Journal it believes there is a strong correlation between your political leanings and music choice and say their predictions are 75 to 80% accurate.  73 million people use Pandora, so this is a huge network of people to tap into, whether we like it or not.



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