Is Satellite Radio Advertising Better Than FM Radio Advertising?

Is pizza better than a taco?

I would have this argument with my cousins on a weekly basis as a kid. After church our families would always take the kids out for lunch. It was often up to the kids to decide where we went. It was lord of the flies on a less lethal scale, but it was a battle every week. Every week we had to make a choice, and often times had to convince the less vocal cousins why a sausage and mushroom pie was much better than ground beef in a corn shell.

Years later, many cities actually have combo pizza and taco chains under one roof. How on earth will kids learn to argue options when everything is right in front of them?

How do you argue a pizza against a taco though? Both are so different. Both have clear positive qualities, but neither is of the same food family. At the end of the day, you can’t (unless you are 8 years old) argue the topic with any sort of true passion or understanding.

Its not exactly a direct comparison, is it? Is an orange better than an apple? Again… very different fruits offering very different flavors to the consumer of each. Both are pleasing, but both very different. The same can be said about satellite radio advertising and traditional FM radio advertising. Both can offer positive results to those who use them correctly, but both are very different.

For starters, satellite radio advertising will reach the entire nation. If a business is only interested in reaching a select portion of the country or one city alone, the medium wouldn’t exactly make the most sense to use as a majority of the listeners would be spread out across the nation, not in one set area.

However, if the business wants to reach a national audience and does not have the budget of a major corporation such as “Pepsi”, satellite radio advertising can offer some very attractive and affordable options that a syndicated radio show on AM or FM radio could not compete with in terms of price on a national scale.

Each have pros and cons, and each have a unique way of reaching an audience. Understanding what each does in terms of reaching a target audience is key to making an informed decision when it comes to radio advertising goals. Information is the key to success.

How Much Does Satellite Radio Advertising Cost?

When you think “national radio advertising” the word “expensive” very likely also comes to mind. For years this was very, very true. The price to reach a national audience was dictated by some very well padded gatekeepers who could name crazy high prices if you want to get your message in front of the masses. Because of this, many start up businesses were forced to slowly grow in small cities before they could take their message to a national scale on the radio.

While this is still the case with many syndicated radio shows broadcast over am and fm dials, satellite radio does not hold the same gate keeper or price points of years gone by. In fact, the cost to advertise nationally on satellite radio is lower than it is to advertise on many medium and large cities across the USA.

The trade off and reason for this is the fact that your audience is very spread out and not in one select pocket. If you are selling a product or service that has no select geographic target and you want to push your message far and wide, this makes it a great medium to advertise on while keep your marketing budget at realistic levels.

However if you do need to target one select city or state, the reach of satellite radio advertising may not be strong enough for what you had in mind. For example: A car dealer or boutique shop owner who have store front locations and only sell out of that location would not benefit from a low cost national advertising plan on satellite radio. They would be better on their local am or FM radio stations.

However lets say that the car dealership can ship their inventory nationwide or that boutique shop is pushing their unique website and can ship nationwide, satellite radio suddenly becomes a very attractive option for reaching a national audience that in the past would have been out of the price range for either of these companies.

To be clear: If you have a product or service that can reach a national scale and you can get it to your customers for a low price – then satellite radio advertising should be something you and your marketing department can explore. If you are only going after a select city or region, then it is not an option you need to put in the mix of your next marketing meeting.