NEW YORK, NY (10.9.25) – Yesterday in New York City, more than 200 advertisers and industry executives gathered for SiriusXM Media’s first-ever audio advertising showcase, “Built with Audio.” Featuring a variety of A-list talent and new announcements, the event highlighted SiriusXM Media’s extensive reach, its wide-ranging portfolio, and the underlying product and advertising technology advancements driving it forward.
At the event, SiriusXM leaders underscored audio’s untapped potential, with digital audio making up 21% of consumer media time but only 4% of ad spend. Executives highlighted the massive opportunity for advertisers to reach SiriusXM Media’s 170 million monthly listeners in the moments that matter most, while appearances from audio’s top talent and voices brought that vision to life on stage—showing the power of connection, authenticity, and influence that only audio can deliver.
Highlights from “Built with Audio” include:
Opening remarks from SiriusXM CEO Jennifer Witz.
“At SiriusXM, we are guided by one essential truth: that success is built with audio.”
“While SiriusXM was founded on an ad-free music promise, as our organization has grown, advertising has become a central part of our business. And I’m extremely proud to say that we have the best team in the world driving its growth with SiriusXM Media.”
Newly-named SiriusXM Chief Advertising Revenue Officer, Scott Walker, made his stage debut to discuss the power of audio, SiriusXM Media’s differentiation in market, and announced that the company now reaches more than 170 million listeners across North America.
“We are your #1 strategic partner in audio. We believe the ads running across SiriusXM should be as entertaining and engaging as the audio fans come to listen to, that media buying and planning should be as simple as turning on SiriusXM in your car, and that when you work in true partnership the whole is always greater than the sum of its parts.”
“Our strategy means that when you work with us you don’t just access listeners on our owned and operated platforms. We open the door to a network of premium publishers with diverse and loyal followings that represent true incremental reach. It also means that it doesn’t matter where listeners are engaging with their favorite podcasts – whether it’s on SiriusXM, Pandora, Spotify, Apple, YouTube – chances are they’re hearing ads powered by SiriusXM. This is a huge reason why the biggest creators in the world want to work with us: we give them the freedom and flexibility to control their own destiny and build their business.”
Head of B2B Marketing and Advertising Innovation, Lizzie Collins, highlighted SiriusXM Media’s leading position in podcasting.
“Our open ecosystem approach attracts the best creators to our network. In fact, their voices and stories are the reason that we continue to be #1 in the podcast Edison Ranker [among listeners 18+]. And with the SiriusXM Podcast Network, you get access to 12 exclusive publisher partners, over 1800 podcasts, and 70 million podcast listeners.”
Alex Cooper, host of “Call Her Daddy” and founder and CEO of Unwell, sat down with Collins for a fireside chat.
“I am a CEO and I’m a podcaster. But all of that wouldn’t be successful if I wasn’t a marketer. Every single day I’m thinking about, ‘How can I push my product?’, ‘How can I push my podcast?’, ‘How can I push my movies, television shows, consumer products?’. At the core of it all, none of it would be as successful if I wasn’t thinking with my marketing cap at all times.”
“I think when it comes to Unwell with SiriusXM, we own Gen Z women [as an audience]. That is what SiriusXM and Unwell are doing currently. We’re looking to fill each category… We’re looking to fill the niche categories that we haven’t explored yet.”
“It’s honestly been such an incredible partnership [with SiriusXM] and the way that they have allowed me, as a creator, to grow at this company while also giving me so many incredible tools that I wouldn’t have had on my own. I am forever grateful to them.”
True crime podcasters Alaina Urquhart and Ash Kelley celebrated “Morbid” joining the SiriusXM Podcast Network.
“I really think that since we’ve been here, it’s been the highest point in our career thus far. Our listeners have definitely noticed how happy we are, and we have a lot of exciting things coming down the pike… We just found out we are being considered for a Golden Globe nomination in podcasting, and since we started with SiriusXM, good things just keep coming. We’re really excited about forming creative and collaborative partnerships and we can’t wait to do it with SiriusXM.”
SiriusXM Chief Operating Officer, Wayne D. Thorsen, doubled-down on the company’s leadership position in-car.
“The truth is, the majority of drive time listening is live radio, not on demand. For the first time, we can combine that scale with digital precision for SiriusXM and Pandora, understanding who our listeners are, how and when they engage, and what they love most with the connected capabilities in the dashboard. We’re bringing more digital capabilities to what is a unique and incredibly high-attention moment in the car. That means marketing the right message at the right time, and in the right context, delivering more impact. The car is the final frontier for digital ad-supported media at SiriusXM. We are boldly claiming it and we invite you to chart the course forward with us.”
Sherene Hilal, the company’s new Chief Advertising Product Officer, shared her vision for adtech at SiriusXM and announced an expanded agreement with Snowflake.
“The driving mechanism behind our roadmap is to prove audio works, so you can include audio everywhere that you buy your media today. The way we do that is by making the process more powerful, more simple, and more measurable.”
“We are announcing a new tentpole data warehouse provider with Snowflake. Together we have unlocked a centralized organized data set that will power the future of your SiriusXM Media ads everywhere that they are… We have structured 170 million listeners and years of active listening data, so that you have every show, every play, every song in every genre, and can have better insights and knowledge about how your listeners are engaging with you, in the moment and in every moment after. This kind of data means real world results – better forecasting, building actionable segments, optimizing campaigns directly and driving stronger unified insights and measurement.”
Chief Content Officer Scott Greenstein underscoring the power and position of content and creators at SiriusXM.
“At SiriusXM, content has always been the key to what we do. It’s not just the king, it’s our entire kingdom. We’re the number one audio company that talent wants to work with. We take rising voices and try to make them stars, and then we give stars the platform to build their own empire.”
SiriusXM host Andy Cohen celebrated 10 years of his entertainment and talk channel, Radio Andy, with the announcement of his upcoming interview with Howard Stern and a special onstage segment featuring a variety of Radio Andy talent including: Jeff Lewis (host of “Jeff Lewis Live”), Tinx (host of “It’s Me, Tinx), and Kelly Ripa (host of “Lets Talk Off Camera”).
“It’s hard to believe it’s been 10 years of Radio Andy. I am so proud to say that this channel has become a real destination for pop culture, whether we are talking about the stories, breaking the stories, or being the story. But for me personally there’s been one elusive interview which I’ve wanted to do for 10 years, and my decade-long campaign has paid off. I am flipping the script and I am interviewing the one and only King of all Media, Howard Stern, premiering this Friday on Radio Andy. Full video will be out for the world to see next Friday. I can’t wait for this interview. I have a lot of questions. I love my home at SiriusXM.”
Comedians Jenny Slate, Gabe Liedman, Max Silvestri took the stage to announce their new SmartLess Media podcast, “I Need You Guys,” premiering October 21.
“The idea of “I Need You Guys” is that we are bringing [the] group chat to the public and including our famous friends and getting a lot of advice, and etiquette questions. From audience members and for each other, because we help each other through the tough stuff in our lives.”
GRAMMY award-winning British folk rock band Mumford & Sons joined for a special four song performance which featured the band previewing their upcoming single with Hozier, “Rubber Band Man,” following a conversation between SiriusXM Alt Nation’s Jeff Regan and Marcus Mumford.
“[Mumford and Sons Radio on SiriusXM] has been an ambition of ours for a very long time… being able to have a bigger canvas to paint on and to present our North American audience with more of the collaborative things we’ve done over the years… This really feels focused on music and that’s a really fun thing for us.”
Visit siriusxm.com for more.
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