SiriusXM Media Proves ROI in MMM for Global Hotel Brand

Evaluating Audio in MMMs

Media mix modeling (MMM) provides a holistic view of how campaigns impact consumer behavior. Until recently, digital audio companies weren’t integrated into the MMM process, leading to inaccurate results that often lump all audio together or rely on legacy radio data. 

But that’s changing. We’re working closely with MMMs to provide a more accurate view of digital audio’s role, helping brands understand the distinct impact of SiriusXM satellite, streaming, and podcasts both at the media and provider level.

In this case study, you’ll learn how an international hotel brand discovered the true impact—and ROI—of its digital audio investment with SiriusXM Media.

The Challenge

A large hotel brand was looking to attract more business to its US locations. The brand knew audio’s power to both raise awareness and connect with large, mobile audiences. However, the objectives for its campaign were all lower funnel:

• Drive conversions

• Increase response rates

• Deliver return on investment

Though we know digital audio is effective across the funnel—and fully measurable—the brand needed to see the results for itself. So, the hotel company decided to leverage digital audio and use an MMM to evaluate and measure the media’s efficiency. 

The Solution

Digital audio offers the reach, scale, and precision that advertisers need to influence consumer behavior and increase sales. And the intimacy, authenticity, and connection satellite, streaming music, and podcasts provide are unmatched by other media. 

Our solution was designed to combine large audiences with targeting precision with minimal duplication across our suite of audio media.

SiriusXM ads. SiriusXM offers a premium listening environment with trusted voices across music, sports, comedy, entertainment, and news—reaching affluent, engaged consumers in the car (and beyond. With 50% less commercial time, diverse ad formats, impression-level reporting for MMMs, and access to 33M, we deliver impactful, measurable, and scalable campaigns.

Streaming audio ads. Our network offers the high-engagement, go-to platforms everyone knows and loves, combined with high-impact, exclusive partnerships for extended reach into key audiences. From what’s new, to what’s next, to what keeps them coming back, it’s happening on our The SiriusXM Streaming Network—and consumers are listening. With 76M Americans tuning in to our streaming audio network, it’s clear this current is unstoppable.

Podcast host-read ads. Home to the podcasts people can’t get enough of, the SiriusXM Podcast Network gives brands the ability to reach 70M listeners with all the intimacy and authenticity the medium is known for. Our network of thousands of podcasts covers all genres for every audience. We offer more top shows in the top 50 than any of our competitors. From turnkey to highly custom 360° activations, you can do it all on our network.

The Results

The hotel brand conducted an incremental analysis, meaning its MMM broke out performance across the SiriusXM Media media/product set, and separated our offering from other audio publishers on the buy. 

This media breakout showed the true impact of our solutions. 

ROI Efficiency

• 142 ROI index for SiriusXM

• 107 ROI index for streaming audio

• 120 ROI index for podcasts

All of our solutions over indexed against ROI efficiency (impressions to sales). Baseline index starts at 100, anything above that is investment gold for clients marketing efforts tied to the model’s outcomes.

Top Performance

Satellite was the overall top performer.  We discovered SiriusXM satellite data is being sent to the agency in the form of total billable spend, total number of spots, and estimated impressions on a monthly basis. Our sales team also provided a delivery chart, breaking this down by channel for evergreen media and live reads.  

Get Results with Digital Audio

When digital audio shows up in MMMs with the right data—and is measured properly—its value is clear. 

In a landscape where what’s easy to track often gets overvalued, high-performing media like satellite, streaming and podcasts can slip through the cracks. But smart marketers have begun to take notice. With our help, they’re feeding cleaner data into models, reevaluating assumptions, and uncovering ROI in places they’d been taught to overlook. 

If your mix doesn’t account for high-trust, high-efficiency formats like digital audio, you’re not optimizing; you’re operating with blind spots.

Ready to see results? Let’s talk.

More Success with Digital Audio