SiriusXM Media, Innovid Partner For Listener Measurement

SiriusXM has partnered with Innovid, an advertising technology company, to enhance audience measurement for its satellite radio platform, aiming to provide advertisers with data comparable to traditional AM/FM radio ratings. 

The move addresses a long-standing challenge for SiriusXM, as its subscription-based channels have historically lacked publicly accessible listener data, unlike terrestrial radio, which relies on established third-party metrics from firms like Nielsen Audio. 

The partnership seeks to bridge this gap by offering advertisers detailed insights into exposure, engagement, and conversion metrics, making it easier to compare SiriusXM’s performance with AM/FM stations when allocating media budgets.

The partnership is part of SiriusXM’s broader strategy to compete directly with AM/FM radio for audience share. This includes introducing an ad-supported subscription tier and expanding its Free Access tier. The collaboration with Innovid will integrate SiriusXM’s audio data into the broader media measurement ecosystem, providing advertisers with standardized, actionable data. This development is part of SiriusXM’s efforts to strengthen its position in the audio advertising market, despite challenges like a reported 4% revenue decline to $2.07 billion and a net subscriber loss of 303,000 in Q1 2025.