SiriusXM Looks to Expand ‘Outside the Vehicle’ With Massive Ad Campaign Featuring Dave Grohl, LL Cool J, Kevin Hart, and Others

SiriusXM's Q2 2019 — 34.3 Million Subscribers and Pandora Radio's Gross Profit Climbs 40%
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SiriusXM is pulling out all the stops to bolster its market presence “outside the vehicle,” as the satellite-radio giant has officially debuted “its largest multi-media national ad campaign ever,” featuring LL Cool J, Diplo, Kevin Hart, the Foo Fighters’ Dave Grohl, and several other high-profile figures.

New York City-headquartered SiriusXM (NASDAQ: SIRI) just recently detailed the multifaceted marketing initiative via a formal release. According to this announcement message, the comprehensive campaign – dubbed “The Home of SiriusXM” – was “created in collaboration with” independent marketing agency Translation, which UnitedMasters founder and CEO Steve Stoute established 17 years ago.

Home of SiriusXM consists of “six humorous spots showcasing a wide cast of famous talent and voices,” higher-ups indicated of the campaign, and the adverts are set to arrive on “TV, digital, audio, social and out of home beginning this month.” Additionally, SiriusXM – over 70 percent of which belongs to Liberty Media – is preparing to launch “an outdoor campaign,” appearing “on billboards, subways, airports and commuter portals in New York City, Boston and San Francisco,” next Monday, September 13th.

As mentioned, SiriusXM will look to increase awareness of its non-vehicle offerings in the commercials – “listening on home devices is showcased prominently in every spot” – the first of which is entitled “Gizmos” and stars Kevin Hart (who inked an “expanded” deal with SiriusXM last September) and LL Cool J.

Hart likewise appears in “Yelling” alongside Dave Grohl and retired NFL great Brett Favre, while SiriusXM paired Favre, Diplo, and TikTok personality Bella Poarch (who signed a record contract with Warner Music earlier this year) on “Bathroom.” Worth noting here is that SiriusXM rolled out TikTok Radio in late August, following the play with SoundCloud Radio about a week thereafter.

“The TV spots focus on the everyday activities where listeners may find themselves listening to SiriusXM from the front seat of the car, cooking in the kitchen, doing chores around the house, working out, or at a gathering with friends,” the release emphasizes. “Listeners can bring SiriusXM with them anywhere on mobile phones, smart speakers, and other connected devices using the SXM App.”

Finally, in yet another testament to SiriusXM’s desire to expand the reach of its app, the release also discloses that the company is readying for November “a special holiday themed TV spot featuring a variety of musicians, stars,” and several of SiriusXM’s hosts.

SiriusXM reported $2.159 billion in revenue during Q2 2021 (for the three months ending on June 30th) – an increase of about $285 million from the same stretch in 2020. Within the total, which encompasses satellite-radio operations as well as those of Pandora, subscriber revenue improved by roughly $63 million, whereas advertising revenue, at $429 million, hiked by $193 million YoY.

2 Responses

  1. David Basskin

    This might be an attractive proposition if SiriusXM’s didn’t sound like a toy radio played through a tin can. It’s the worst audio quality of any service I’ve ever heard. Instead of pouring money into a campaign that’s almost certain to fail, how about improving the quality of the product?

    • Guy

      It’s either your speakers or your ears, Dave. My SiriusXM sounds great.