Do you listen to satellite radio to avoid all of the commercials you hear on broadcast radio, well get ready to change the dial. According to a recent article in Radio and Records magazine, Sirius Radio CEO Mell Karmazin wants to increase the amount of commercials aired during Howard Stern's radio program. Sirius also plans to increase the amount of commercial inventory sold on the NFL channels as well.
It's no wonder the struggling Satellite radio industry is working to increase the amount of advertising sold on it's service. According to a recent article in the Washington Post, Sirius lost $562 million in 2007. While XM Radio posted losses for 2007 as well. To add to their problems, the FCC still hasn't agreed to allow the proposed merger of the two companies. To summarize the company's financial status, neither has made a profit since they were formed.
To marketing managers interested in reaching a national audience of 17 million listeners, satellite radio will offer new opportunities in advertising. Satellite radio offers advertisers some unique opportunities not available elsewhere. For example, The Home Depot may want to leverage its sponsorship of Tony Stewart's NASCAR team by advertising their brand on Sirius' NASCAR channel. Its a great way to reach NASCAR's most loyal fans that invest in Sirius radio to avoid missing a race. These listeners are more likely to shop at businesses associated with NASCAR.
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