by Demian Russian
Sirius XM Radio (NASDAQ:SIRI) is launching a new television advertising campaign promoting its Satellite Radio service, the new XM Snap plug-and-play Satellite Radio, its computer and mobile Internet offerings, and its content — most notably Howard Stern.
The new television advertisement speaks more broadly about the specific attributes of Sirius XM Radio’s service than last year’s general branding advertisement, which featured vintage clips of Elvis Presley, Michael Jordan, and Richard Pryor. Unlike last years ad, which combined a montage of vintage clips with only a music soundtrack, this year’s ad features a man in a v-neck sweater talking about all of the benefits of Satellite Radio.
He talks about Sirius XM’s music, sports, and comedy programing, but when he gets to the part in the ad where he says that Sirius XM is “the only place that you can find Howard Stern” the music stops. He then goes on to point out that Howard Stern is uncensored on Sirius XM.
After a flood of channel logos appear behind him showing the breadth of content that Sirius XM has, he holds up the new XM Snap plug-and-play radio. Moving the new Satellite Radio closer to the camera he says, “It’s the easiest Satellite Radio ever!” He goes on to say, “If you can stick the keys in the ignition, you can do this.” He then goes on to point out that “you don’t even need to be in a car to get Sirius XM,” and highlights the computer and mobile internet apps. He finishes by saying that you can get the XM Snap for only $49.99 and it comes with 30 days of Sirius XM free with no commitments. Those taking advantage of this offer also get free access to the Internet feed and even get a free Sirius XM baseball cap. It’s the most intriguing offer that Sirius XM has ever advertised on television.
The new television advertisement effectively points out a wide array of the Sirius XM Radio service’s attributes in a short period of time, while also highlighting an intriguing offer as well. What’s most interesting about the ad for investors though may be the fact that Howard Stern is highlighted so boldly in the ad. If Sirius XM wasn’t confident that they would be able to retain Howard Stern, why would they be highlighting Stern so prominently in the advertisement with only just over two months left in his contract?
Watch the new Sirius XM television ad HERE.
Disclosure: Long SIRI
Contact the author: DemianRussian@SatelliteRadioPlayground.com
This is a full 2 minute ad. Where is Sirius going to show a 2 minute ad on TV???? Great commercial but when is the last time you saw a 2 minute TV ad?
i was just thinking the same thing! You wont see a 2 minute ad, maybe a 30 sec or 45 sec.. I expect shorter versions unfortunately
Months of expensive and diligent planning is required for an effective ad campaign. When a consumer views an ad, whether on paper or television, they expect to get what they viewed and then some…… It is likely Howard Stern will be participating as an important member in the growing satellite arena.
Nice find. I just came across it too. It looks to me like an infomercial. This commercial is to sell the Snap. So long as Stern is under contract, they will use him for all he is worth.
HS contract is a done deal. 3 years @ $80 mil per year. Announcement coming very soon.
BlueMoon,Do you have confirmation or just a feeling.
Enough about Howard, what about all the other quality talent they have? I’m sick of how this company showcases only Howard. I’ve also noticed they depend a lot on thier big names that don’t even do shows for example Oprah, Eminem, it’s ridiculous how all the other great shows never get mentioned.
XM Fan – Would SIRI coming out and saying “We have 7 country music channels and 15 rock channels” sound better in an ad than “Every NFL Game, Howard Stern, Opie and Anthony, Oprah, Martha Stewart….”
It is the big names that draw the initial interest. It is the overall content that keeps customers once they listen.
I like this thought of stating the number of channels for each genre of music
Exactly! That commercial didn’t mention one DJ other than Howard. You’re right, it would sound better if they mentioned all the big names that actually do shows.
State your source, BlueMoon, or be added to the troll directory.
Great commercial. I’m sure there is a condensed version for television. I can’t see a full 2 minute commercial dedicated to SIRIXM. If so that’s great too. Just don’t see it.
I noticed the length as well…
I’d like to know
1- when was this video created
2- where are the paid slots for this
3- because it says, “As seen on TV” could this mean they will run the Snap on QVC, give the Sirius website, and there the people see the commercial again?
4- will Mel announce tomorrow on Bloomberg that Liberty-which owns QVC-has offered a few slots on their show
5- how many people will hate Sirius for offering Snap w/ Stern and then he leaves after only 2 months
I’m telling you guys….this looks like an infomercial you would see on TV at night or one of those long commercials that stations use to fill a large slot. It is definitely a TV ad since it references going online.
Saw the commercial on FX last night about 8pm.
If what BlueMoon says is true, an announcement would already have been made. SIRI and Howard would not sit on this news for any reason.