XM Radio and NBC Launch Mobile Media Campaigns With Asphalt Media

NEW YORK (March 23, 2004) - XM Satellite Radio, America's #1 satellite radio service, and The NBC Agency have launched mobile media marketing campaign with Asphalt Media, a new company specializing in delivering 53-foot long advertising impression on the sides and ends of mobile trailers.

Asphalt-processed ads appear each day, on fleets of trucks traveling dedicated routes in every major DMA in the nation to and from key national retailers like Wal*Mart, Target, Costco, Kmart, Sears, Home Depot, Stales and Lowe’s creating up to 4 million daily impressions among the nation’s 125 million auto commuters and millions of shoppers. Using GPS technology, the trucks are tracked on an hourly basis to help support Asphalt's Post Performance Report, a range of studies to prove that mobile media keeps its impression guarantee, including CPM Analysis, In-Market Digital Photography, Anecdotal Video Interviews, and Dedicated Route Demographic Mapping.

The XM campaign begins this week and will run for three months in Los Angeles, Detroit, Baltimore and Tampa. This is the second time XM has engaged Asphalt Media for a mobile campaign.

The NBC campaign featuring ads for the "Today Show," "Nightly News with Tom Brokaw", and "Dateline" is running now in New York City. NBC is also a repeat Asphalt Media customer.

"NBC is always looking for new and creative ways to advertise our programming," says Tim Farish, Vice President of Media, The NBC Agency. "Asphalt Media has brought mobile media to a whole new level by providing validated numbers for ad impressions. Asphalt Media delivers our message in urban areas where we regularly seek outdoor alternatives. The 9-foot high, 53-foot long creative makes a remarkable impression on drivers and pedestrians."

A recent post-campaign report demonstrated that Asphalt achieved more than 31 million ad impressions in three months in the New York metro area for BIC Consumer Products USA.

Asphalt Media includes in its Post Performance Report a range of studies to prove that mobile media keeps its impression guarantee, including In-Market Digital Photography, Anecdotal Video Interviews, Dedicated Route Demographic Mapping, and a validated impression count utilizing the Traffic Audit Bureau’s MARG software.

Among Asphalt Media's other mobile media clients are BIC Consumer Products USA and MGM. Asphalt delivers mobile media messages to every major DMA in the nation.

The NBC Agency, a division of the NBC Inc., handles more than $1 billion in promotional airtime for the company's diverse broadcasting, Internet and cable assets. The agency creates unified campaigns for NBC's TV network and its owned-and-operated stations, as well as such cable assets as CNBC and MSNBC and Internet companies like CNBC.com, MSNBC.com and NBCi.

XM Satellite Radio is America's #1 satellite radio service. With more than 1.36 million subscribers today, XM is on pace to reach 2.8 million subscribers by the end of 2004. Broadcasting live daily from studios in Washington, DC, New York City and Nashville, Tennessee at the Country Music Hall of Fame, XM's 2004 lineup includes more than 120 digital channels of choice from coast to coast: 68 music channels that are 100% commercial-free beginning in February 2004, featuring hip hop to opera, classical to country, bluegrass to blues; 32 channels of premier sports, talk, comedy, children's and entertainment programming; and more than 20 channels of the most advanced traffic and weather information for major metropolitan areas nationwide.

Based in New York, Asphalt Media was founded in 2002. Its parent company, Donovan/Green, created the packaging for Barneys' New York, and helped launch and supported the customer cardholder communication for American Express' Platinum Card. They created the retail/destination environments for both American Girl Place in Chicago and Sony's Metreon in San Francisco. They bring to Asphalt Media nearly 50 years of collective experience in understanding how consumers interact with brands and how to deliver messages with efficiency and imagination.