SiriusXM Satellite Ads Perform as Well or Better than Digital Channels

Claritas research shows that SiriusXM Satellite drives results: significant lift and proven effectiveness compared to national digital platforms and other advanced media channels.

22%
lift in post-exposure actions compared to baseline
+15%
higher performance in driving upper-funnel awareness for news and talk format campaigns vs. baseline

SiriusXM: From Premium Content to Premium Performance

You probably know that SiriusXM means star power, premium content, expertly curated stations, and incomparable live entertainment—that’s the unmatched value prop for our subscribers. But have you thought about what it brings to the table for brands?

Satellite radio offers both quality reach and performance, making it a powerful channel for brands seeking measurable impact.

Top reasons advertisers choose SiriusXM include:

Show up in a premium listening environment. With household names and exclusive personalities across music, sports, comedy, entertainment, and news, brands can align with trusted voices and high-quality content.
Reach affluent, engaged subscribers. Connect with educated, successful consumers in the car—65% of the in-car audience cannot be reach on AM/FM—and wherever they are through the app.
Get bigger share of voice. Better for listeners, better for advertisers, SiriusXM has 50% less commercial time than traditional radio.
Choose from a variety of ad formats. From talent reads, to brand reads, to sponsorships, there are options that will get attention, influence consumers, and drive results.
Launch measurable campaigns. Campaigns that feed into your MMM. Starting this year, SiriusXM Satellite campaigns will be available to your MMMs via impression-level reporting.
Top it off with incremental reach. With SiriusXM Media, you can reach SiriusXM’s 33M subscribers and then scale across our streaming audio and podcast networks for unduplicated reach.

Proof it works: The Study with Claritas

Recent Claritas research conducted on 30+ SiriusXM satellite campaigns reveals a compelling truth: The medium drives measurable impact. With premium CPMs and sophisticated audience delivery, SiriusXM not only competes with the attribution performance of national digital platforms and other advanced media channels—it matches or exceeds it.

The Objective

Determine whether SiriusXM satellite ads perform as effectively as national digital and audio platforms to:

Drive conversion
Increase response rates
Deliver on campaign objectives

The Methodology

We worked with Claritas to analyze the performance of campaigns that included SiriusXM as well as a range of other media types, including digital display, digital video, OTT/CTV, podcasts, competitive streaming audio, in-app, and even direct mail. And satellite ads held their ground.

The Results

Proven outcomes. Campaigns delivered 20–30% higher attribution rates compared to lower-cost audio buys.
High statistical lift. 80% of campaigns produced statistically significant lift in conversion or app installs.
Competitive benchmarking. SiriusXM satellite indexed between 98–110 vs. top digital platforms (digital video, CTV, streaming audio) on outcomes like retail conversions, auto leads, and finance sign-ups.
Cross-funnel impact. Ads drove a 22% lift in post-exposure actions, with talk/news formats delivering a 15% boost to upper-funnel awareness.

Flexible solutions. Real-time results. Endless listener access.

Go programmatic

Takeaway: SiriusXM Delivers Audience Reach and Results

The Claritas study proves what many advertisers have known all along: SiriusXM is a powerful platform for reaching and influencing key audiences and driving measurable results. And for brands that have been reluctant to invest in the medium, the findings indicate they’re leaving performance on the table. We combine national scale with measurable outcomes, giving advertisers a unique opportunity to diversify their media mix while driving performance.

SiriusXM campaigns can compete head-to-head with digital media, delivering ROI and cross-funnel impact.

“
At Claritas, we’ve long been committed to helping marketers measure what truly drives ROI across every channel. Our work with SiriusXM reinforces that premium environments, such as Satellite Radio, don’t just build brand equity—they perform. Together, we’re helping redefine what performance looks like in high-quality media, giving marketers the tools to optimize reach, resonance, and results in one unified strategy.”

Jason FialkovVP Media Sales, Claritas

Speaking of Digital…

SiriusXM Media is streamlining the ad buying experience by unifying satellite, streaming, and podcast inventory into a single, simplified insertion order. This integrated solution brings together the broad reach and efficiency of satellite with the measurability and flexibility of digital audio. As we modernize our systems and evolve SiriusXM Satellite to align with digital buying standards, now is the ideal time for brands to re-evaluate satellite’s role in their strategy and unlock the full, untapped value of our audio advertising ecosystem.

Let’s talk results.