How to advertise on Sirius XM

How to advertise on
Sirius XM Radio
Secrets you won’t find anywhere else.
This presentation will save you so much time and effort
IF you’re interested in advertising your company on
Sirius XM satellite radio.
Courtesy of

First…
Who is RSM Marketing?
RSM Marketing just happens to be one of the
leading national boutiques buying advertising on
Sirius XM Radio.
We work closely with Sirius XM and can
provide expedited service at no cost.
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More info
HowToAdvertiseOnSiriusXM.com
RSMconnect.com

“This presentation contains answers to many of the
common questions we get from hundreds of companies
across the country about how to advertise on
Sirius XM Radio.
Fine Print
This is a presentation by RSM Marketing, Inc. provided independently of Sirius XM Radio. All
examples, spot prices, spend minimums and other data are subject to change and are for example
only as of the date of this presentation. RSM Marketing is an independent company that places media
buys with Sirius XM Radio. For more information, contact Mike Snyder, managing partner, RSM
Marketing, 316.977.9600, RSMconnect.com
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Can I do a local market buy on Sirius XM?
The short answer: NO! Because Sirius XM radio uses satellite technology, you get
all of North America, including Canada and Mexico. This satellite technology does
not act like Pandora and Spotify, which is all online and can be localized. You
cannot, for instance, buy just the Chicago audience.
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Does it still make sense to use Sirius XM
advertising for local market buys?
It sure can. By the time you price 2 to 3 markets like Chicago, Dallas, Los Angeles… well, you’re
well over Sirius XM’s cost. So, many companies advertise on Sirius XM even though much of the
country might be wasted, so to speak. It still makes economic sense.
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2.

How much does it cost to advertise on Sirius XM?
Sirius XM has a minimum order amount of $10,000. That means … it will cost you at least $10,000 to
advertise on Sirius XM Radio. Now, that’s your minimum budget. You then have to see how much your
target channels cost. For instance, let’s say you can get a 30 second spot on the Comedy Channel for
$200 each. At this price, you would get 50 spots for your $10,000 budget. RSM recommends 3 weeks
and 2-3 channels for a good test of your product or service on Sirius XM.
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3.

Is it expensive to advertise on Sirius XM?
A media metric that addresses whether a medium like Sirius XM is expensive relative to other
options is Cost Per Thousand impressions, or CPM. CPM indicates how much it costs to reach
1,000 people. Because Sirius XM has such a large audience and is VERY inexpensive compared
to other options, Sirius XM has a very low CPM. Advertising on Sirius XM ranges from .50 to $2
CPM, seriously.
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4.

What do other media cost compared to Sirius XM?
Well, Google Adwords often has a CPM of $200+. Facebook’s CPM usually starts at $6-$7.
Traditional radio is $12+ (in inexpensive markets). Pandora and Spotify? $15-$25+. Forget TV. For
instance, the leading news talk radio station in Los Angeles charges $900 per 30 second spot.
Sirius XM will charge half that for an audience that is 9X that of the Los Angeles station. So, as
you can see, Sirius XM is a very smart option for the money.
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5.

What kind of audience do I reach on Sirius XM?
For the most part, you are reaching a very wealthy audience. Hey, they have disposable income to
subscribe, right?! Fox News, for example, skews slightly older male with a $150k household
income (HHI). Bloomberg’s audience has a $200k HHI. You can reach a younger demo with the
sports channels and a female demo with the lifestyle channels.
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6.

Will I really get leads from Sirius XM?
This is a mixed answer, of course, that very much depends on the message in the spot and what
kind of audience you’re targeting. Overall, Sirius XM is a great direct response medium. It’s unlike
traditional radio in that you’ll see web traffic double or triple (in many cases) along with calls and
form submissions. B2B campaigns work especially well on Sirius XM. Consumer too. But it’s hard
to find a good, national B2B medium, and Sirius XM works great for that audience.
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7.

Can I advertise on Howard Stern on Sirius XM?
You sure can, but Howard has different rules! First, live reads are VERY expensive. So, you’d
better have a large budget. We won’t disclose his live read rates because they change too much.
They’re usually 2-3X other channels rates, even though Howard’s audience is about half that of
Fox News. Of course, Howard is worth it, especially for interesting and disruptive new products..
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8.

Do I have to produce my own spot for Sirius XM?
You sure can, but RSM Marketing has an in-house production team that can do your radio spot
very economically. We usually can turn around spots in 3 working days. Most spots cost $350,
which includes talent and music, if desired. Many Sirius XM spots should not use music, as ads on
Sirius XM often fit the format of the channel and are much more direct than usual. Again, this
audience is educated and has money. Tell them what to do, and why. They’re respond.
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9.

How long does it take to get my spot on Sirius XM?
If you have your own spot, RSM can get you on Sirius XM radio in 5 working days. You’ll need to send us
your spot and pre-pay your schedule since Sirius XM requires pre-payment unless you submit their credit
application. However, it takes a few weeks to process that credit app, so nearly all clients just pre-pay.
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10.

Will I know when my spots will run on Sirius XM?
Yes. If you’d like to know when your spots will run, RSM Marketing can get what’s called pre-logs from
Sirius XM. These will tell you the exact time your spot SHOULD run. Now, we say “should” because many
spots get “bumped” when programming runs long and blasts through an advertising segment. This often
happens with breaking news or news heavy seasons, like elections.
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11.

How do I know my spots ran on Sirius XM?
RSM provides what’s known as “post logs” that are provided by Sirius XM. These logs are audited and
absolutely reflect when your spots ran, and how many ran.
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12.

What happens if my spots get bumped on
Sirius XM?
For ads that get bumped, Sirius XM just fits them into open ad slots elsewhere in the week’s schedule, or
bumps them forward into the following week. You’ll definitely get the number of spots ordered.
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13.

Does Sirius XM have any program where I pay
for leads rather than air time?
No, Sirius XM does not offer any kind of advertising package like this. They keep it pretty straight. You
also can’t sponsor a 30 minute program, like an infomercial. They also don’t have 15 second ad formats.
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What else is there to know?
Also think about your call to action. Do you want calls or web visits? We recommend web visits because
URLs are much easier to recall than phone numbers. Remember, most traffic will be from mobile devices
because listeners are in their cars or on the move. Also remember that you should pay really close
attention to the landing page on your web site. You don’t want to spend ad dollars and have a confusing
experience on your site. RSM can help you with that and do custom landing pages for maximum return.
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How do I get started?
For advertising on Sirius XM, it’s best to use an expert firm like RSM Marketing that works with Sirius XM
almost every single day. We know so much and will spend the time answering your questions and helping
you get the best deal and best return from your investment. You’ll usually get all your questions answered
through one phone call. You can also visit our special site: HowToAdvertiseOnSiriusXM.com. This site
has many helpful blogs and a media kit you can download.
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What’s in the Sirius XM Media Kit?
Visit our special site: HowToAdvertiseOnSiriusXM.com to download our media kit on Sirius XM. In this kit
you’ll see all the advertising channels Sirius XM offers as well as more necessary information for
advertising on Sirius XM.
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HowToAdvertiseOnSiriusXM.com RSMconnect.com

Should I advertise on Sirius XM?
YES! If you are trying to reach a national audience and your objective is direct response, absolutely. And
if you’re trying to reach a CEO, B2B audience, then double yes. Remember, Sirius XM is one of the best
media values on the planet. Anything else you do will be more expensive on a per thousand impression
basis, and nearly no one has the wealthy, buying audience Sirius XM has captured. By the way, that
audience is growing by 1 million each year.
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“RSM Marketing exclusively offers companies an Outsourced
Marketing Department where they get:
1. Time-shared marketing director
2. All the marketing resources they need: online, web, video, blogging, social, graphic
design, copy, senior planning and more
3. A minimum hour bank each month to use per the work plan updated weekly
4. A flat fee monthly subscription typically ranging from $2,000 to $4,000 monthly
For more information, see RSM Marketing’s Slideshare presentation on
How to Outsource Your Marketing
https://www.slideshare.net/MikeSnyder20/how-to-outsource-your-marketing-10-free-insights?trk=v-feed
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RSM Marketing is here to
MAKE YOUR LIFE EASIER.
Whether for Sirius XM advertising or outsourcing your marketing.
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Please call
Contact Mike Snyder:
» msnyder@RSMconnect.com
» 316.977.9600
» HowToAdvertiseOnSiriusXM.com
» RSMconnect.com
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