SiriusXM is emphasizing “incrementality” in its latest pitch to advertisers.
It has issued a study, partnering with Edison Research, that highlights the benefits of adding digital audio — particularly its own satellite, streaming and podcast services — to campaigns that use other media including broadcast radio, social and TV platforms.
For instance, adding SiriusXM to an over-the-air AM/FM radio ad campaign “allows for broader-yet-more-targeted reach (+18 points incremental reach),” according to the report.
“One may say terrestrial radio is the answer,” the company’s slide stack tells potential advertisers. “And, sure, it is an answer. AM/FM radio is a great way to reach fans of a particular syndicated show or broad, local audiences in a specific area. … But is it reaching your exact audience? Are they paying attention? And can you measure it?”
The report lauds digital audio in general, including podcasts and streaming media, as a means of adding reach to campaigns based on other platforms.
SiriusXM makes the pitch for audio as a powerful way to reach audiences in the “prime shopping hour” of 8 a.m. to 5 p.m. “when audiences are on the go and not looking at screens. They are however listening to digital audio.” It also talks about benefits like “massive audiences, cross-device reach, programmatic buying, [and] non-skippable ads.”
More than three in four Americans consume some form of digital audio, according to Edison’s 2024 Infinite Dial.
The report also asked participants about trust in specific media. Podcasts led the way, with 40% of respondents finding them the most trustworthy. AM/FM radio followed, with 37%. About 63% of respondents said broadcast TV has too many ads, leading all media.
The findings were based on approximately 3,000 online interviews in the U.S. of people ages 13 and older in May and June. SiriusXM said the results were weighted to reflect the gender, age and ethnicity of the U.S. population.
