Saturday March 11, 2006
Radio Does Not Impress the Masses
a just-released Bridge Ratings study of radio listeners across
the U.S., satellite radio's appeal to the vast majority of
Americans remains low.
study of 2800 adults ages 18 and over was conducted during
the month of February 2006.
phone calls were placed to households and cell phone users*
who were asked questions about their interest in subscribing
to satellite radio.
3% of those interviewed indicated they were "Very likely" or "Somewhat
likely" to subscribe to one or both of the services this
year. This projects to approximately 8 million new satellite
subscribers bringing the current subscriber count to 17 million
Consumers ages 35-54 years of age were among
those with the largest segment which incidated they were likely
to subscribe this year with 4.5%. This number would account for
4 million potential subscribers in this age group.
Those who indicated they were not likely to
subscribe this year, were asked why they were not likely to.
who indicated that they were "not at all likely" or "not
very likely" to subscribe to one of the two services this
year (97%), "Higher
quality audio isn't that important to me" was the most
often mentioned response (34%) followed closely by "The
expense" of subscribing (30%).
Ratings President Dave Van Dyke, reported that for the vast
majority of Americans "some of satellite radio's unique
selling propositions have yet to impress most people. We
were surprised by the number of individuals who do not find
commercial-free radio or the vast number of programming options
to be enticing. While 8 million new subscribers this year
is vast growth over 2005's 6 million, it still represents
a small percentage of consumers at this time.
Sample = 2800 18+.
Cell phone user databases were based
on land line interviews of consumers willing to provide cell
is a ratings and research company based in Glendale, California.
We are dedicated to providing on-going, immediate, reliable,
useable and affordable audience measurement services for the
radio industry. Our methodolgy is based on sound consumer research
principles. We are in the business of tracking listeners -
not listening. Because we are a true research company we offer