There are many misconceptions about buying cheap ads on Sirius XM. First, it’s important to know there are TWO ways to buy ads on Sirius XM.
The first way and this causes the most confusion is to buy ads through an online, self-service portal. AudioGo and even Sirius itself offer this option. They both apply only to Sirius XM’s large podcast network. Meaning, you cannot use an online portal to buy ads on their satellite channels. More, ads on their podcast network are not cheap! They are usually 25 to 65 times more expensive than ads on the satellite network, no kidding. Why is this? Because podcasts feature well-known talent, and this talent commands a price. On a cost-per-thousand reached (CPM) basis, advertising on podcasts can be $25 to $65 per 1,000 listeners.
This is compared to $1 to $2 per thousand listeners reached on Sirius XM’s traditional satellite network. Hands down, Sirius XM’s CPM is the cheapest mass media in the United States.
See our Cost Comparison Guide on our web site.
The question remains, what are the top ways to buy cheap ads on Sirius XM? The answer is the Sirius XM broadcast network. Each channel commands its own pricing, but it all comes down to $1-$2 CPM. Why? Take Fox News, for instance. You’ll pay up to $900 for a 60 second spot. But the audience on Fox News is very large (high millions), so your CPM is low, $1ish. Or you can buy an ad on Joel Osteen that has 1/8th the audience of Fox News, and you’ll pay around $2-$3 CPM. Why? His audience is smaller and Osteen is a talent, so he commands a higher price.
Traditional ways to buy cheap ads don’t apply to Sirius XM. There is no remnant program. Sirius XM does not offer a remnant program nor does any agency that works with them. They don’t need it. Also, dayparting doesn’t work on Sirius XM. If you see someone or even an AI return saying, “choose a daypart that does not include drive time,” they’re wrong. Sirius XM is what they call “run of schedule (ROS),” or non-dayparting. Sirius quotes rates for spots that will run any time between 6 a.m. to midnight EST, Monday through Friday. Sirius XM broadcasts down over four time zones simultaneously. It doesn’t make sense to daypart because as we like to say, with Sirius XM “it’s always primetime somewhere.”
Let’s say you want to heavy-up on the East Coast. You can daypart if you choose, such as choosing the prime morning drive dayparrt on the East Coast. That will increase your spot price by 25%.
Sirius XM does not offer pay-per-lead programs like traditional radio might.
There are two best ways to lower your Sirius XM advertising cost, and they involve using agencies such as RaptorUSA. RaptorUSA has been working with Sirius XM for a decade and has bought millions upon millions of media. So, RaptorUSA commands some of Sirius XM’s lowest rates, volume discounts. We pass this along to our clients. The second way is bonus spots. If done right, negotiating bonus spots can lower your cost by 50%.
If you have any questions or interest in cheap ways to advertise on Sirius XM, let’s have a call. There are additional ideas and strategies to lower your cost while achieving your ROI goals.
RaptorUSA consultations are free and we’re happy to answer any and all questions.
