Extend TV’s Biggest Moments and Add Reach with Audio

Cultural moments throughout the country still bring consumers to linear TV. Think the Super Bowl, the Grammys, the Olympics, and series finales—and the well-timed TV ads during those events generate big buzz for your brands. So, what’s the missing key to getting your messages heard with these audiences? And how do advertisers get consumer attention without such a hefty price tag? Adding digital audio to your campaigns.

Our latest report, Just Add Audio, shows advertisers how adding digital audio to media platforms, like linear TV, can extend your reach further and pair well with all your other media campaigns. 

Let’s dive into the power of digital audio in your linear TV campaigns.

Big Moments Bring Listeners Together

Traditional TV viewing peaks between 8PM – 11PM, but the content people consume and the way they watch have shifted. With the abundance of content on linear TV, people’s attention spans are shortening. The human attention span has dropped -25% to 8.5 seconds—.5 seconds less than a goldfish, making it incredibly difficult for advertisers to capture and keep user attention as they gather for big moments like the Super Bowl or the Grammys. 

If you’re not using digital audio to extend your campaign, you’re missing out on huge incremental reach. The correlation between big cultural moments and listenership on platforms like Pandora is one way advertisers can further tap into these big TV events (before, after, and during the broadcast). Take Billie Eilish’s performance at the Summer Olympics, for example—we saw a 129% increase in Billie Eilish station adds on Pandora after her performance. Digital audio reaches your audiences well before these big events, and the cost of getting in consumers’ ears comes at a fraction of the cost compared to linear TV advertisements. From streaming music, to SiriusXM, to podcasts that cover and analyze every aspect of those big moments, digital audio is the key to connecting consumers with your brand messages on the screens and through their headphones. 

Extend Your Reach Across Linear TV

Other than the big cultural moments, linear TV viewership is on the decline. Consumers are tired of the oversaturation of commercials. In fact, 63% of viewers think there are too many ads across linear TV. With digital audio ads, 42% of listeners agree brands are more likely to grab their attention compared to other forms of advertising. SiriusXM Media adds more to your linear TV campaigns—more reach, more exposure, and more attention-grabbing solutions. And we deliver an average of +26% more incremental reach to cable and broadcast TV.  

Deliver To Key Cultural Audiences

Digital audio helps advertisers reach multicultural audiences with ease. 

• Deliver 66% incremental reach to Latino audiences 13+ on Telemundo and 65% on Univision. 

• Deliver 31% incremental reach to Asian American audiences 13+ on BET.

No matter the audience or the channel, digital audio adds more to your campaigns.

Grab Attention with Custom Solutions

When the buzz of the latest events is exciting the masses, advertisers have options to get in front of them. Seamlessly integrate your brand into your audiences’ favorite content with solutions that make your brand shine, like custom offerings on SiriusXM. And when they’re tuned in to see who gets the gold, listeners can feel like winners, too. Sponsored listening videos on the SiriusXM Streaming Network reward users with uninterrupted listening for spending a minimum of 15 seconds with your brand video. For the podcast-obsessed listeners tuning in to hear the latest gossip on their favorite shows, The SiriusXM Podcast Network helps brands drive brand visibility with embedded audio ads on YouTube Podcasts featuring your brand’s visual elements specific to each show.

No matter the medium, SiriusXM Media has a solution for your brands.

When you’re ready to extend your reach and improve your media campaigns, let’s talk.