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July 19, 2006
Satellite Radio Already Viable Direct Response Advertising Channel
In a recent Media Daily News piece, Erik Sass writes that "satellite radio may provide a perfect vehicle for a new generation of direct marketers".
He's right. For nearly a year now, we've been placing media on satellite radio. It has proven to be a viable, profitable channel for direct response radio advertising campaigns.
But it's hardly a breakthrough or revolutionary medium. To the contrary, it's very similar to terrestrial radio. The most notable exception is that the data available for audience sizes - like that provided by Arbitron - isn't as reliable. To compensate, we've used different testing methodologies to augment the data that is available.
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