RAB Research Archive

Time With Radio is Time Well Spent



A RAB response to the recent email shared by SiriusXM. As part of a marketing campaign, this week SiriusXM sent an email to consumers asking, "Why waste your time with AM/FM Radio?" Negative advertising, selling products or services by putting the competition down, is a marketing strategy that demonstrates a lack of strength in the product or service as a standalone. In the case of SiriusXM, when you look at their most recent earnings report, it's no wonder their strategy was to go after the undisputed leader in the audio space, AM/FM broadcast radio. The SiriusXM email, naturally, was met with an emotional reaction by radio professionals, but the email contained no rationale for their leading question.

Source: RAB



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