Monday, October 09, 2006

XM's Ad Campaign

October 6, 2006

The new XM ad campaign is interesting. It is a switch from hardware focused advertising to content focused. In my opinion this is a smart move on the part of XM. For to long XM concentrated on the device and not the content.

Satellite radio is all about content. Consumers can get more content from satellite radio than they could from all of the "content challenged" radio stations in the top 50 markets combined.

The NAB can hoot and holler all they want about paying for radio, but at the end of the day they simply can not match the content......PERIOD.......END OF STORY.

"Content Challenged" radio asks you to absorb 8 hours of commercials in a 24 hour period. Satellite radio gives you an additional 120 songs while the content challenged guys are telling you about a "great workers compensation attorney". The "massive" price you are asked to pay........43 cents per day.

That's right.......It boils down to 8 hours of commercials vs. 43 cents.

Perhaps the folks at those "content challenged" stations feel that consumers are mentally challenged. In fact, it is very likely that is exactly how they feel when they blatantly get ready to play ads on Jack FM and ask that you "respect the fact that sponsors are paying big bucks for these ads, so do us a favor and pretend to listen".

With XM beginning to concentrate on content, combined with Sirius already using that tact, the NAB is now looking at a more unified front in SDARS (at least in terms of how these services are marketed).

Kudos to XM for their new ad campaign.

10/09/2006 11:06:00 PM

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