Anti-Satellite Radio Ad Campaign (here we go again!)
Wednesday, November 30, 2005 at 4:42 PM
First Big Radio tried to attack satellite radio with their Hear It Here First campaign (which was perfectly countered with XM's Hear It Here Best). Oh right, sorry, Hear It Here First was a "pro-radio" campaign, not "anti-satellite radio" or anything. Sure. And that $28 Million spent in "pro-radio" advertising was worth every penny considering how many people continue to flock to satellite radio, podcasting and other alternatives.
So now it seems like terrestrial needs to turn up the heat. This time it's not about hearing anything first, but rather the message is: You shouldn't have to PAY for radio. (UPDATE: You can listen to the commerical spots here.)
I love it. Does the NAB realize that "pay radio" actually has a premium connotation? That highlighting this is actually benefitial to satellite radio? C'mon, Marketing 101 kids. XM tells you to Listen Large, and SIRIUS offers a Huge Gift in a Little Box, both positioning themselves as a superior product - meanwhile terrestrial scrambles to go on the offensive.
First Big Radio tried to attack satellite radio with their Hear It Here First campaign (which was perfectly countered with XM's Hear It Here Best). Oh right, sorry, Hear It Here First was a "pro-radio" campaign, not "anti-satellite radio" or anything. Sure. And that $28 Million spent in "pro-radio" advertising was worth every penny considering how many people continue to flock to satellite radio, podcasting and other alternatives.
So now it seems like terrestrial needs to turn up the heat. This time it's not about hearing anything first, but rather the message is: You shouldn't have to PAY for radio. (UPDATE: You can listen to the commerical spots here.)
I love it. Does the NAB realize that "pay radio" actually has a premium connotation? That highlighting this is actually benefitial to satellite radio? C'mon, Marketing 101 kids. XM tells you to Listen Large, and SIRIUS offers a Huge Gift in a Little Box, both positioning themselves as a superior product - meanwhile terrestrial scrambles to go on the offensive.


So says Forbes



The DirecTV / XM Satellite Radio deal 