XM Says: ‘Listen Large’

BOSTON Ellen DeGeneres, Snoop Dogg, Derek Jeter, David Bowie and Martina McBride are featured in a new campaign for XM Satellite Radio. The effort from Interpublic Group’s Mullen in Wenham, Mass., launches today in broadcast, online and outdoor media, and introduces the tagline, “Listen large.”

All five stars show up in one spot to showcase the number of choices that XM offers consumers across its 150-plus channels, such as music, live sports, concerts, news and talk selections. The 30-second spot takes a light-hearted look behind the scenes at XM as Snoop roams through the studios and meets other personalities who appear on XM.

XM offers satellite radio broadcasts of The Ellen DeGeneres Show, Snoop hosts a music program, Jeter’s New York Yankees are part of XM’s coverage of Major League Baseball, and Bowie and McBride represent the diversity of XM’s music offering overall.

The client spent $45 million on ads last year and more than $20 million through the first nine months of 2005, per Nielsen Monitor-Plus.

“By showcasing the diversity of our programming, including our commercial-free music channels, the ‘Listen large’ campaign appeals to millions of consumers,” said Hugh Panero, president and CEO of XM Satellite Radio, in a statement.

XM’s chief rival, Sirius Satellite Radio, in January begins airing ribald talk host Howard Stern. The client spent $35 million on ads last year and recently engaged Havas’ Euro RSCG in New York to work on its account.

—Adweek staff report