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