Male Gen-X Opps: SiriusXM picks up creative AOR (Score 78)

Sales lead: Start reaching out to offer ad space & to inquire about other agency assignments. 

• SiriusXM tapped Uncommon as its creative AOR in November 2023.
• The agency is responsible for creating ad campaigns and leading a rebranding effort. 
• We told you about SiriusXM hiring its first-ever chief growth officer earlier this year. 

Target demographic: Gen-X men

The company will likely:

• Significantly increase ad spend
• Launch an ad campaign to promote the rebrand
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: SiriusXM spent nearly $4.8m on national TV ads YTD, a huge decrease from $25.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 9% from $29.5m in 2021 to $26.8m in 2022. 
• Ad programming: It placed ads during programming such as Hannity, The Ingraham Angle, Jesse Watters Primetime, America's Newsroom, and Fox News Tonight. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SiriusXM spent about $19.2m on digital display ads YTD, just 35% of the $55m spent in this channel during the same time period of 2022. 
• YTD data: 2.7b impressions via Facebook (60%), Instagram (16%), desktop display (9%), mobile display (7%), YouTube (4%), desktop video (3%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend fell by 38% from $93.8m in 2021 to $57.7m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, nfl.com, and foxnews.com. It placed 3% of these ads indirectly through Google AdX+AdSense and Connatix onto sites such as foxnews.com, ebay.com, foxbusiness.com, axios.com, and thegamer.com. 

Additional channel insights  

• Vivvix: SiriusXM also invests in OOH, print, and local broadcast.
• Top podcasts sponsored: Dateline NBC, Conan O'Brien Needs a Friend, The Megyn Kelly Show, Last Podcast On The Left, and 99% Invisible. 

Agency analysis:

• Opportunity: I recommend offering PR, media, digital, and social media assistance. 
• Current roster:
  • Uncommon: creative AOR