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XM Launches Star-Studded Campaign

11/14/2005 09:56:00 AM Eastern

Washington - XM Satellite Radio launched the company’s largest holiday marketing campaign, which includes TV commercials with Ellen DeGeneres, Snoop Dogg, Derek Jeter, David Bowie and Martina McBride.

The campaign, called “Listen Large” is aimed at promoting the wide choice in programming on the company’s 150-plus channels, said XM.One source said XM is spending $25 million on the campaign, confirming a similar report in the Wall Street Journal today.

The TV spots will appear beginning today during prime time on network and cable TV including the November 17 episode of “The Apprentice.”The campaign also includes radio, print, online and outdoor advertising.

Both XM and Sirius are expected to advertise heavily this season as XM attempts to meet its goal of adding over 1 million subscribers and Sirius aims for 825,000.And as the January 1, 2006 date nears for Howard Stern’s migration to Sirius from traditional radio, Sirius is also planning for a ground breaking campaign.

Sirius president entertainment and sports Scott Greenstein said at a recent earnings conference, “We are preparing for an unprecedented radio personality campaign.”The campaign will include two spots in the fourth quarter, one aimed at a young male audience and the other, in light of the launch of the Martha Stewart channel, at a female audience.There is also a 60-second spot to air on the Internet and in movie theaters. “No one will not know that Howard is coming to Sirius,” said Greenstein.

Sirius would not disclose its spending on the upcoming campaign.

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