XM to Roll Out Campaign During Network Prime
Katy Bachman
NOVEMBER 06, 2006 -
XM Satellite Radio will launch a groundbreaking ad campaign this month that links the XM brand to the music content featured in prime-time network shows. These first-of-a-kind ads air immediately at the conclusion of carefully selected shows in a 10-second in-program bumper that says: “If you enjoyed the music on tonight’s show, you can hear more music like this on XM Channel X.”
The ads will air on three episodes of CBS’ Cold Case beginning Nov. 19; at least two episodes of NBC’s Las Vegas; two episodes of ABC’s Dancing with the Stars; as well as four to six times on Viacom cable channels, VH1, VH1 Classics and CMT.
“We looked for programs that had music as an integral part of their DNA,” said John Moore, senior vp and group media director for mediaHUB, which worked with the networks to come up with the new ad concept. “It was important that this spot appear to be an integral part of the program.”
For mid-sized advertisers such as XM, the ads were a way to do product placement-type ads without the long lead times and the pricey budgets advertisers typically shell out.
The branded content campaign also dovetails with XM’s new 30-second spot ad campaign, Are you on?, that broke last month. “These new ads transcend the 30-second spot, yet complement it,” Moore said. “We’re positioning XM as for music lovers, differentiating XM from Sirius, which pushes Howard Stern, NFL and Nascar.” |
