Sirius XM and Marketing 101

Well the day finally arrived when Sirius XM’s (NASDAQ:SIRI) Howard Stern debuted as a judge on the hit television show America’s Got Talent.  What an opportunity for Sirius XM.  Actually it is an opportunity LOST!  Instead of Sirius XM putting together an advertising spot and letting a whole new audience know that Howard Stern is on the Sirius XM channels we saw the exact opposite.  Sirius XM did not advertise at all on the 2 hour premier of America’s Got Talent.  Instead, the folks at NBC Universal, the network that airs AGT, have had the forethought to buy advertising time on the Howard Stern channels to promote the show.  Great news for the advertising executives at Sirius XM, but the reality is that AGT is a perfect backdrop for the satellite radio provider to expose their service to fans of America’s Got Talent and thus far the company seems to have dropped the ball on this.

In fairness, AGT did have lower rating this year when compared to last, but there were still an estimated 10 million viewers and this year the talent competition was up against the hit show Dancing With The Stars.  An audience of 10 million is not something to ignore, especially when the central figure on that show is the biggest personality on the satellite radio airwaves.

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Howard Stern “Bummed” By Judges Decision – Vows Appeal

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