The companies developing 100 channels of satellite-delivered digital audio broadcasting services have taken another step in making consumers aware of them. Sirius Satellite Radio and XM Satellite Radio have chosen advertising agencies to help brand their image among potential listeners.
XM has selected TBWA/Chiat/Day Los Angeles as its agency of record. Its accounts include Nissan, Circuit City and Taco Bell.
Sirius recently announced an alliance with San Francisco-based Goodby, Silverstein & Partners as its national ad agency. Goodby is responsible for the California Milk Processor Board’s “got milk?” campaign and the Budweiser lizards.
Sirius has received a credit line of $1.5 million from a subsidiary of Lehman Brothers Inc. Part of the funds will be used to support launch operations.
Sirius says its first satellite has reached its launch site in Kazakhstan and will launch between June 28-July 3, with service beginning by the end of this year.
XM’s service is set to begin in mid-2001.
Leslie Stimson
