Radio Stars & Advertisers Shine On Sirius

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Thanks mostly to the "audience attracting" power of Howard Stern, Sirius Satellite Radio has now surpassed the 4 million subscriber mark – far beyond industry analyst's expectations barely six months ago. It turns out Sirius is now the “Big Dog” of satellite radio leaving XM in the dust.

Everyday we get orders from people who say they heard about it on Stern and Sirius. They range from fireman and doctors to housewives and college students. Now that’s an audience advertisers can count on. And we're not just talking America here, our Canadian customers also respond well to our Sirius ads

Thanks mostly to the "audience attracting" power of Howard Stern, Sirius Satellite Radio has now surpassed the 4 million subscriber mark – far beyond industry analyst's expectations barely six months ago. It turns out Sirius is now the “Big Dog” of satellite radio leaving XM in the dust.

Not only are subscribers jumping aboard in waves, but corporate advertisers are also storming the gates of Sirius. Although this trend is obviously crushing their only satellite competitor XM, terrestrial radio stations are also taking a huge hit in lost advertising revenue thanks to the success of Sirius. According to many advertisers, Sirius is one of the best advertising deals in the world. The prices are fair, the deals are negotiable, and the audience is filled with consumers who like to spend money.

“We find Sirius listeners tend to be well educated and financially stable. These are the consumers you want to reach. They come from all age groups, but they’re the spenders for sure. The best consumers are the Stern listeners. These people are so diverse and yet so connected….it’s mind boggling. Of course the media wants everyone to believe Stern listeners are the dregs of society, but in fact they’re all of us. People from all walks of life can relate to Howard whether the media wants to admit it or not, and they’ll be millions more new listeners following him in the next couple years,” says Wayne Perry, president of SiCap Industries – one of the early advertisers to join Sirius on the Howard Stern Gravy Train.

Perry’s company makes a very unusual product known as “Sinus Buster”. It’s the world’s first and only hot pepper nasal spray known to relieve a variety of chronic sinus, allergy and headache symptoms. For a growing company like SiCap Industries, Sirius has provided an excellent opportunity for targeted national exposure.

“Everyday we get orders from people who say they heard about it on Stern and Sirius. They range from fireman and doctors to housewives and college students. Now that’s an audience advertisers can count on. And we're not just talking America here, our Canadian customers also respond well to our Sirius ads,” says Perry.

Barely six months ago, SiCap Industries was spending 100% of their radio budget on local terrestrial stations in mid to large markets over twenty percent of the country. Today SiCap is spending 40% of their radio budget on Sirius, and covering all of North America. That’s a huge shift for a company of any size, but it appears to be a growing trend in the radio world.

Commercial spots on Sirius appear to be welcomed by listeners who have come to expect at least some advertising, and that’s where the Sirius traffic department plays it smart. Commercial space on Sirius is limited, and the company is choosy when it comes to contracting potential advertisers. Commercial spots appear to be perfectly fitted within the diverse programming, and that makes for a more powerful ad that attracts the ears of listeners.

“I like to hear commercials about products you never see. Sinus Buster got my attention right away when I heard it on Stern’s channel. The stuff really works and I’m glad I gave it a shot. I saw Buster in the grocery store before, but the Sirius commercial got me to go and buy it,” says Joe Noval, a regular Sirius listener and Sinus Buster user.

For advertisers like SiCap Industries, the rewards of satellite radio advertising seem potentially unlimited, and the company is consistently increasing their Sirius budget accordingly.

“We started with Howard Stern’s Wrap Up Show on Stern 100, and various other programs. Our campaign has been so successful that we’re now adding to that across the board. We’re also putting some bucks behind “Bubba The Love Sponge” on 101. He’s the first one we’re trying live reads with. Bubba’s the big break out star for Sirius -- after Howard of course. He’s got a great show and for a guy to get the respect of Stern, that’s saying a lot. I’m a big fan,” adds Perry.

For More Information:

The new Sinus Buster commercials start airing during Bubba The Love Sponge this week. The show airs live Monday thru Friday (4pm – 8pm EST). To find out more about Sirius Satellite Radio, go to http://www.sirius.com. Visit http://www.btls.com to get the latest on Bubba The Love Sponge. Howard Stern’s website can be found at http://www.howardstern.com. To learn more about Sinus Buster Hot Pepper Nasal Spray, visit http://www.sinusbuster.com.

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Wayne Perry
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