Sports Audio Drives Site Visits and Sales for an Auto Advertiser

For many automotive advertisers, audio is an afterthought—either overlooked on the media plan or confined to upper-funnel awareness goals. But time and again, the brands that invest in audio across the funnel pull ahead of the competition.

For this brand, it was our sports audio offering across SiriusXM and podcasts that truly got them in the game with winning results.

The challenge

Increasing digital audio adoption was a gradual journey for this automotive brand. They began buying streaming audio ads programmatically before expanding into SiriusXM Satellite with strong results. The brand's satellite strategy focused on college football content—an ideal match for its target audience.

We knew the college sports collection on the SiriusXM Podcast Network would be a natural extension. But when we pitched integrating podcasts into their broader brand platform campaign, the brand hesitated. They planned to lean heavily on social media, convinced it was more measurable than podcasts.

The solution

Podcast advertising delivers measurable impact across upper-, mid-, and lower-funnel goals. And with the medium's trusted, authentic environment, brands also benefit from a powerful halo effect. After all, 48% of podcast listeners say they feel a deeper connection to podcast hosts than to other media personalities. 1

Demonstrating the measurability and performance of podcasts—and digital audio overall—proved to be a turning point. The brand ultimately signed on for a multichannel sports audio campaign designed to reach auto intenders and sports fans at scale during college football season.

The strategy prioritized mid- and lower-funnel actions, focusing on site traffic, consideration, shopping, and purchase intent metrics.

The campaign activated across:

• SiriusXM Satellite with college sports programming 

• College Sports Podcast Collection 

To measure impact, we leveraged our trusted measurement partners:

• Veritonic to measure brand lift and consideration for the SiriusXM portion of the campaign 

• Claritas to track site traffic and conversions from both SiriusXM and podcasts

The results

Our sports content drove meaningful actions for this automotive advertiser, delivering on the brand’s objectives with strong performance across channels.

Playing it smart with podcasts

• 47.9K total listener traffic engagements 2

• 31.7K conversions for convert to consideration 2

• 7.8K conversions for convert to shopping 2

• 7.3K conversions for convert to buy 2

Soaring with satellite

• 67.6K total site traffic engagements 2

• 47.3K conversions for convert to consideration 2

• 8.9K conversions for convert to shopping 2

• 10.1K conversions for convert to buy 2

In addition to delivering lower-funnel results, the SiriusXM ads reached the perfect audiences while increasing both favorability and purchase consideration. Over two in three (69%) of SiriusXM listeners exposed to the campaign planned to purchase or lease a new vehicle in the next year. And the campaign delivered a 34-pt lift in favorability and a 31-pt lift in purchase consideration. 3

On the road to future success

This campaign reinforced the power of digital audio for this auto advertiser. The brand has since expanded into custom podcast programs and increased both programmatic and direct I/O investments while continuing to build a multichannel audio strategy.

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

Rev up for more results