Reach on Reach: Digital Audio Takes Your Ad Budget Further

Economic shifts. Shrinking budgets. Belts are tightening everywhere—from households to industries—in preparation for leaner times. So, when it comes to marketing budgets, brands need advertising solutions that stretch dollars further. And the best way to do that is to ensure your ads efficiently reach a large audience. 

We’re the leader in ad-supported digital audio. We reach a total of 170M listeners across our networks and platforms. From millennial working parents to Gen Z grads, audiences are listening to the SiriusXM Streaming Network, SiriusXM Podcast Network, and SiriusXM satellite radio. 

When it comes to the power of digital audio—and making your ad spend work harder—it’s all about the AND. Combining streaming audio, satellite, and podcasts makes your campaigns more efficient and effective. Here’s everything to know. 

It's All About the "AND"

Any of our channels can help you reach your target audiences, but it’s when you combine them that the real magic happens. SiriusXM reaches audiences that aren’t listening to streaming audio, and podcasts reach audiences beyond both. When you make your digital audio media plan, the “and” gives your campaign incremental reach with minimal duplication. That means your ads reach more people throughout the day—whether they’re listening to talk channels in the car, music on a smart speaker at home, or a podcast via headphones while out and about. 

Reach a Younger, More Diverse Audience with Pandora and SoundCloud

The SiriusXM Streaming Network holds the top spot as the largest ad-supported streaming audio platform, with an 87% ad-supported audience compared to Spotify’s 43% ad-supported audience. That addressable reach gets even more impressive when you add SoundCloud to your media buy, whose audience is 91% addressable.

SoundCloud attracts a young, diverse audience of 33M users in the US, with 52% of them being Gen Z. This generation isn’t passively listening on SoundCloud; they’re active community members. Almost six in 10 (59%) of Gen Z listeners on the platform are creators, while Gen Zers make up 62% of SoundCloud’s comments, reactions, shares, follows, and reposts. These listeners are actively shaping what’s next in music and culture, making them a highly influential audience for brands. They aren’t just diverse in age but ethnicity, too. When you combine SoundCloud with Pandora, brands can reach a total of 10.4M Black listeners and 9.3M Hispanic listeners.

Here’s where we get to the good part: There’s only 2% duplication between Pandora and SoundCloud. By combining the influence and scale of both platforms, brands can leverage +268% incremental reach against listeners ages 18-24 when adding SoundCloud to a Pandora buy.

Reach More Listeners by Combining SiriusXM, Streaming Audio, and Podcasts

SiriusXM is home to premium audiences, content, and access. Over nine 10 SiriusXM listeners tune in weekly, whether they’re commuting, embarking on a road trip, or taking a leisure drive. From tuning in to talk channels, sports, comedy, and more, listeners predominantly consume SiriusXM from their vehicle, making up 90% of listening.  

While, together, the SiriusXM Streaming Network and SiriusXM Podcast Network reach 45% of Americans 13+, once you add in SiriusXM, that reach becomes 55%. And here’s something else to sweeten the deal, you can access +142% incremental reach by adding streaming audio and podcasts to your SiriusXM campaign.

Get Pure Incremental Reach with Podcasts

Podcasts are getting bigger by the minute. As the #1 podcast network for reaching listeners ages 13+, with a total of 70M podcast listeners. From fan-favorite shows like The Mel Robbins Podcast to new arrivals like Morbid and the MrBallen Podcast, we’re home to 2500+ shows and 15 premium podcast networks. 

And, you guessed it, not only are podcasts an excellent way to reach your target consumers, but that reach is even more impressive when you combine it with other digital audio buys. Brands can leverage +100% incremental reach by adding SiriusXM and streaming audio to a podcast campaign. And after analyzing over 3.5K campaigns with podcast and streaming audio elements, we found that the SiriusXM Podcast Network has virtually no overlap with SoundCloud, Pandora, and SiriusXM Digital. To put it simply, no overlap means pure reach and the full potential to reach unique and untapped listeners. 

Reach Consumers Where TV Can’t

When was the last time you watched a show in your car, on a walk, or while buying groceries? If the answer is rarely or never, then you already know why you need to keep digital audio in your media mix. Audio is always on, reaching your consumers where visual media can’t. In a past study, we found that audio ad formats earned an average brand recall of 41%, compared to the 38% benchmark seen across visual ads.

For listeners, audio formats mean they experience less fragmented access to their favorite content and a break from screen fatigue. And for brands, digital audio offers more consistent and incremental reach. 

Make Your Ad Budget Count With Digital Audio

In the midst of economic shifts, do what your target consumers are doing and hunker down with streaming audio, satellite, and podcasts. Digital audio not only reaches anybody and everybody, but your brand can also reach significantly more bodies when you diversify your buy. 

Let’s talk "AND."

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