SiriusXM Drives Cross-Funnel Lifts for a Breakfast Brand

Starting the day with a healthy breakfast can be make-or-break when it comes to sustaining energy and focus—and that’s what breakfast brands are counting on. But in crowded grocery aisles, it can be hard for brands to get ahead.

That’s where audio comes in.

Listening to digital audio is a habit for 81% of Americans ages 12 and up, 1 and they’re spending over four hours a day with the medium. 2 That gives brands ample time and plenty of opportunities to get in consumers' ears, educate them on their offering, build brand affinity, and influence purchasing decision.

In this case study, you’ll see how one brand leveraged audio to whet consumer appetites—and get results.

The challenge

For an established breakfast brand, awareness isn’t an issue. But in a competitive category, staying top of mind and giving consumers more reasons to choose the brand is critical.

Find a new way to reach breakfast consumers

The breakfast brand was already an experienced audio advertiser. But in 2025, it saw an opportunity to add something new to the mix: SiriusXM Satellite. The goal was to reinforce the brand’s position in the breakfast category and maintain strong brand favorability.

With messaging centered on the brand’s protein-forward nutrition, the campaign also had an opportunity to strengthen product perceptions while increasing consideration among younger breakfast consumers and competitive brand purchasers.

Keep a household name top of mind

Breakfast may happen in the morning, but building brand equity doesn’t have to stop there. SiriusXM Satellite gave the advertiser an efficient way to reinforce its message at scale while showing up alongside content listeners actively seek out—from sports talk and live coverage to comedy and entertainment.

With football providing a timely cultural backdrop for the campaign, the brand could also connect its message to high-attention programming and moments throughout the day.

The solution

The breakfast brand turned to SiriusXM Satellite to complement its broader audio strategy by leveraging the platform’s national scale and alignment with premium sports and entertainment programming.

Reach sports and entertainment listeners

The campaign put the brand across 16 SiriusXM channels spanning sports and entertainment. The mix included SiriusXM NFL Radio, ESPN, SiriusXM College Sports Radio, Mad Dog Sports Radio, Howard 100, Conan O’Brien Radio, Radio Andy, and more.

Make the brand part of the conversation

The campaign went beyond traditional brand commercials to connect with listeners in contextually relevant environments. SiriusXM NFL Radio live reads and a Hot Take sponsorship helped align the brand with football conversation, while an always-on presence across sports and entertainment programming reinforced its message at scale.

The approach gave the breakfast brand a new way to stay present with consumers, pairing broad reach with the personalities, programming, and moments SiriusXM listeners—and the brands target consumers—tune in for.

The results

Leveraging SiriusXM Satellite proved that even an established household name can move meaningful brand metrics when the message meets listeners in the right environment.

Altogether, SiriusXM Satellite delivered more than 121M impressions and reached 21.5M unique listeners ages 18 and up. And it did so efficiently. A $2.46 satellite eCPM made the channel a major efficiency driver while giving the brand access to premium SiriusXM content. 3

Build on an already-strong brand

The campaign established a strong foundation. Among exposed listeners, 83% held a favorable opinion of the brand. Satellite also drove +3-point lifts in both unaided and aided awareness. 3

The campaign moved product perceptions, too, including a +3-point lift in association with the brand as a “good source of protein” and a +2-point lift for “tastes better than other brands.” 3

Turn awareness into consideration

The campaign also delivered lower-funnel impact. SiriusXM listeners exposed to the campaign showed: 3

• +3-point directional lift in unaided awareness

• +15-point lift in brand favorability

• +19-point lift in consideration/purchase intent

And the campaign made an especially strong impression on consumers outside the brand’s existing customer base. Among non-brand purchasers, exposure drove an +18-point lift in favorability—signaling meaningful movement among competitive brand users. 3

The strongest lifts were seen among parents, adults ages 25–34, and non-brand purchasers, demonstrating the ability of SiriusXM Satellite to not only reinforce an established brand, but also help win over younger breakfast consumers and potential switchers.

SiriusXM, part of a healthy, balanced campaign

SiriusXM allows listeners to feel effortlessly connected to the voices and stories they love, across sports, comedy, entertainment, and news. Our immersive listening experience—that our 33M subscribers tune into day after day—provides brands opportunities to connect with consumers that are out of this world. 4

We did it for them. We can do it for you. Let’s talk.

Here's more proof that SiriusXM campaigns deliver results