In a teacherly presentation that jams together more text and imagery than we ever thought could fit onto 19 pages, SiriusXM advocates to advertisers for the compelling nature of audio messaging.
Research sources scoured for this report came fromEdison Research, Pandora, dentsu and Lumen Research, MRI-Simmons Local Studies, Comscore Media Matrix, Claritas, and Podsurvey.
With the shrugging title Just Add Audio, the advocacy presented here is additive, not replacement theory. Audio advertising is compared to other types as an essential supplement to linear TV, CTV, and social media. Sirius XM specifically is pitched as an enhancement to existing digital audio campaigns.
The general supremacy of audio is laid out at the top with a measurement of Americans who use different media channels. Here we learn that audio reigns, even beating social media in reach:
There is an unequivocal tone to the report, using the terms “the simple facts” and “proving out.” With that comes a kind of self-evident obviousness: “Recent data shows that the hours between 8AM and 5PM have become prime shopping hours.” We’re not certain that calling out the entire day hones our understanding of shopping trends, but we get how the advocacy of audio fits in: Audio can go with consumers all day, to all places.
And when consumers are on the go, we are told, they are not looking at their screens … wait, really? A footnote cites The Mobility of Audio Report from Q4 2023, produced by SiriusXM and Publicis Media.
Well, we do get the point. “On the go” consumers are listening a lot, no matter how much they glance at their screens. Here’s the audio sell: “If
is not part of your media mix, you have major gaps in your consumer journey.”
“When shopping peaks, so does listening”
SiriusXM forges a connection of shopping and listening, joining them to the dayparts when consumers are not sitting inside looking at big screens:
So. Is A/FM the solution for advertisers? “Sure,it is an answer,” SiriusXM admits. “AM/FM is a great way to reach fans of a particular syndicated show or broad, local audiences in a specific area.” But the advantages of digital include addressing exact audiences that are paying attention and are measurable.
This report is all about inclusion, not takeover. “Incorporating digital audio is crucial if you want to deliver the targeted scale and impact that you’re looking for.”
There’s a recurring “Yes, but…” attitude which acknowledges good characteristics of competing marketing channels. But it’s to emphasize why digital generally, and SiriusXM specifically, are better.
“The massive reach CTV brings to media plans is undeniable, but not without its complications: fragmentation and attention. We’re here to tell you, there’s an equal and just as powerful partner to CTV: digital audio.”
Other sections deepen the message of incremental reach and support that audio (especially siriusXM) add to campaigns. In addition to our documentation above, other sections detail incremental reach to broadcast, cable, OTT media (Netflix, Prime, etc.), social media, and each major streaming audio platform. This report is both aggressive and collaborative.
As always, our coverage is partial, and downloading the source is strongly recommended. Do that HERE.
