SiriusXM Holdings Consolidates Sales Efforts

Sirius XM Holdings Inc. today announced that it is establishing a new combined advertising sales organization spanning its SiriusXM, Pandora, and Stitcher audio entertainment platforms and services.


The new group, which will operate under the name SXM Media, will create a unified sales team, powering the audio advertising experience across its three iconic listening platforms, which represent the best in live radio, streaming music, and podcasting. With a reach of 150 million listeners, SXM Media gives brands, creators, and publishers access to the largest digital audio advertising platform in North America.

SXM Media will serve as a central representative for brands of all sizes to plan, produce, manage, and measure effective digital audio advertising across SiriusXM, Pandora, and Stitcher. SXM Media will also serve as the exclusive advertising and sales representative for other platforms and podcasters, including major entities such as SoundCloud (exclusive U.S. advertising representative) and the NBCUniversal News Group (exclusive advertising representative for NBC News and MSNBC podcasts, with additional sales rights to CNBC podcasts). The re-branding of SXM Media will be discussed during a joint presentation by Pandora and Stitcher at tomorrow’s Interactive Advertising Bureau’s Podcast Upfront 2021.

“SiriusXM, Pandora, and Stitcher are each powerful brands, but bringing them together under the SXM Media umbrella bolsters our position as the premier audio entertainment leader and the largest digital audio advertising platform in North America,” said Jennifer Witz, CEO of SiriusXM. “SXM Media is driven by a world-class combined salesforce of digital and broadcast media pros working across music, talk, and podcasts who create unique new opportunities in the marketplace.”

“Audio is experiencing a renaissance with a boom in premium content, spikes in listening, and innovative ad tech fueling the industry, and our powerful portfolio of brands puts us at the forefront of this moment,” said John Trimble, Chief Advertising Revenue Officer at SiriusXM. 

“We’ve combined the unique strengths of SiriusXM, Pandora, and Stitcher – along with our innovative ad tech platforms – to unlock connections between brands, creators, and listeners. Our platforms and content providers bring premier content that captivates the largest audio audience in North America, creates personalized audio ad experiences through diverse voices, and drives results for our advertisers. SXM Media will bring brands effective audio advertising solutions and scale across the leaders in music, talk, and podcasts, without sacrificing the intimate listener experience that is at the heart of everything we do.”