Via Orbitcast found this extensive ongoing study of the satellite radio wars that Bridge Ratings is conducting. The study is updated on their site weekly, more or less. Its purpose is to "analyze consumer preferences related to satellite service brand and satellite radio in general." Lots of data to mine for chart, graph and stats junkies. The study compares brands XM Satellite Radio Holdings Inc. (NASDAQ: XMSR) and Sirius Satellite Radio Inc. (NASDAQ: SIRI). Right now the group sees a trend of new sat radio subscription numbers dropping, and predicts that interest in satellite both XM or Sirius) . Bridge is having more trouble finding shoppers willing to participate in their surveys, as the Orbitcast piece notes. One interesting stat is one tracking the percent of new Sirius subscribers who list the main reason for their choice as Howard Stern throughout the current quarter. Data polled on 9/25/2006 showed 18% chose Sirius for Stern-- down from a high of 31% on 7/29/06. The earliest polled date this quarter Stern was the reason of choice for 19%. Bridge estimates that 15% of Q3's news subs are directly because of Howard Stern.
To me, this shows remarkable staying power Howard Stern, who after all left the terrestrial radio waves nearly a year ago, and is still generating a significant fraction of new subscriptions today. Consider that Sirius (like XM) offers more than a hundred channels of other content -- and Stern is hardly everyone's cup of tea. That this one performer can still take credit for double-digit numbers in new sign-ups is remarkable, and it exceeds Sirius's expectations for his signing. Sirius originally set a goal of one million subscribers to justify the Stern $500 Million deal and even by Bridge's impartial estimates (lower than Stern's own estimate of 4 million) he's directly responsible for bringing 1.2 million members of his old audience with him to Sirius. Naturally, many of these would have signed on sooner than later. Stern's Sirius show began broadcasting last January. Sirius plans to increase marketing of Stern this fall in advance of the holiday season.
Michael Canfield is a private investor, a business and media writer, living in Seattle. He doesn't own stock in Sirius or XM, and subscribes to Sirius.
Reader Comments (Page 1 of 1)
10-03-2006 @ 11:08AM
tim wallick said...
you may want to look at mark ramseys blog @ hear2.0
hes another very honest industry insider...
why not mention all the other areas that also had the projections lowered ????
hd radio went from 46 million to 26 now to just nine million
10-03-2006 @ 6:30PM
Ron said...
I am a person that had XM Radio for about 3 years. December 2005 rolled around and I also got a Sirius radio. After 5 months of having both I dropped XM and not only because I enjoy listening to Howard Stern. I dropped it because XM IS RUNNING TOO MANY COMMERCIALS on their music channels.
Sirius runs NO commmercials during any music programming that I've heard. The only break in music is when a DJ will very very seldomly speak.
So, less Howard Stern, XM is running commercials on some of their music channels (the ones that I enjoyed and I have an eclectic taste in music so it was several channels) so who do you think is doing better financially? Sirius is the CLEAR winner! I think, like many, that the 2 satellite companies will, and should, merge.
10-04-2006 @ 10:05AM
J.C. said...
I joined Sirius only because of Stern. I love the service and Howard has never been better.
10-06-2006 @ 8:44AM
Brandon said...
Sirius is the new entertainment--free from advertising, corporate control, and government regulation. Subscribers like me feel the positive impact immediately--this is a place where any voice can be heard without regulation. For $13 a month, it's a great deal too, especially with the commercial free music stations. Howard Stern is a great advertisement for Sirius because he generates so much free press--anyone would be a fool not to jump on board with Sirius stock now. Television and terrestrial radio are dead--I don't even bother to tune in anymore. No wonder terrestrial radio is so fearful of Sirius.
10-06-2006 @ 5:19PM
Nick said...
Sirius Satellite Radio is Unstopable. HOward Stern is the Most Amazing man on Earth!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I have 2 Lifetime Subs and one 4 -year sub... BRING IT!!!... FU ALL I love YOU
ARTIE IS A LARDE
10-09-2006 @ 9:25AM
One With Dog said...
I got Sirius and nver looked back. XM is simply out of touch. NASCAR baby.