Digital Audio Adds Targeting and Scale to Broadcast Radio

Before you get any further, we have a little quiz for you:

1. Is terrestrial radio still your go-to audio advertising medium?

2. Do you invest in advertising with digital media like streaming audio and podcasts?

If you answered yes and no, or no and no, this one is for you.

While audio wouldn't be where it is today without AM/FM, digital audio offers the best of terrestrial radio and more (like on-demand content and personalized curation for audiences and better targeting and scale for advertisers). Digital audio reaches 76% of Americans ages 12+, and digital listeners tune in to audio for nearly five hours every day. That’s massive reach and a lot of time for advertisers to tap into.

In our latest report, Just Add Audio, we walk you through how adding audio to other media (like terrestrial radio) can take your ads further and complement your integrated campaigns.

Let’s look at how digital audio can strengthen your AM/FM campaigns.

As the AM/FM Audience Shrinks, Digital’s Grows

The popularity of AM/FM radio is slipping, down 24% in share of time spent with the medium since 2015. As much as modern audiences love audio, terrestrial radio isn’t the most convenient option. Signals fade and degrade as they move about their days, content can’t easily be paused or skipped, and it’s not always available on demand, which is why listeners are increasingly turning to digital audio.

Whether it’s streaming audio (74% of audio listening is music), podcasts (+47% increase in listening in the last five years), or SiriusXM radio (available in one in two cars on the road), there are better options for both audiences and advertisers. Digital audio provides the personal, curated, on-demand experiences listeners can take anywhere—delivering brands prime access during peak listening hours.

Play to Audiences Far and Wide

AM/FM radio is still a great way to reach fans of a particular syndicated show or broad, local audiences in a specific area. Let’s say you want to reach classic rock fans in Dallas, or listeners of the local morning show in Cleveland, or people who tune into a syndicated pop station with local affiliates across the country, terrestrial radio can help you reach those audiences—as in everyone listening (whether they’re in your target audience or not).

You’ll need digital audio in the mix to both target specific consumers and scale to wider audiences. In fact, SiriusXM Media is #1 in 204 US markets (including Dallas and Cleveland), larger than all broadcast radio formats combined.

Add Broadcast Radio and Digital Audio Together

You'll get the authenticity that comes with local radio personalities, but with added modern day controls that validate your media buy—like one-to-one audience connections via advanced targeting options, higher share of voice due to lower ad load, and increased resonance thanks to personalized creative.

Get Incremental Reach

In addition to a more comprehensive, versatile advertising strategy, combining radio and digital audio buys delivers incremental reach to your campaigns. And that means you’ll reach more audiences with your brand messages.

Here’s how AM/FM and Digital Audio Can Work

Check out just a few ways you can combine audio forces for your next campaign:

Add variety for more touchpoints. Follow your consumers on streaming and podcasts across our suite of publishers, devices, and formats.

Align with key timeframes. Target a specific daypart on SiriusXM to reach your consumer during key shopping hours.

Target your audiences. Access our suite of standard and advanced targeting controls across streaming and podcasts to zoom in on your ideal audience at scale.

Ready for better integrated campaigns with bigger reach? Let’s talk.

More Reasons to Add Digital Audio