For Immediate Release: Updated
Saturday June 25, 2005
Stern Listeners 18+
Bridge Ratings is currently measuring radio listening and audience behavior in several markets where Howard Stern is heard. In response to queries regarding the potential audience Howard will take with him to the Sirius Satellite service in January of 2006, Bridge Ratings has been surveying Stern listeners in these markets* to determine the interest in subscribing to the service due to Howard's migration.
For the purposes of this survey, Bridge Ratings interviewed listeners who voted Howard as their "Favorite" morning show personality during our weekly listener surveys of these markets for the period November, 2004 through the current week.
These results represent 18+ men and women Howard Stern listeners.
We have also begun trending this information weekly. (See below)
Listeners were asked if they:
a. Were aware that Howard Stern would be moving his show to satellite radio in January 2006;
b. Would be subscribing to Sirius in order to continue to hear the "Howard Stern Show".
c. Were aware of the costs associated with subscribing to Sirius.
d. Would subscribe once they were aware of the cost implications.
A) Awareness
"
Are you aware that the Howard Stern Show will be moving to satellite radio in January 2006?"
Trending: March, 2005
| Demo |
Yes |
No |
Don't Know |
| Total 18+ |
80% |
19% |
1% |
Trending: April, 2005
Trending: May, 2005
Trending: June, 2005
B ) Subscribing - Pre-Costs
"Will you be subscribing to Sirius satellite radio in order to continue to hear the Howard Stern Show?"
Trending: March, 2005
| Demo |
Yes |
No |
Undecided |
| Total 18+ |
22% |
34% |
44% |
Trending: April, 2005
Trending: May, 2005
Trending: June, 2005
C) Aware of Costs?
"Are you aware of the costs associated with subscribing to Sirius satellite radio in order for you to continue to hear the Howard Stern Show?"
Trending: March, 2005
| Demo |
Yes |
No |
Unsure |
| Total 18+ |
37% |
54% |
9% |
Trending: April, 2005
Trending: May, 2005
Trending: June, 2005
D) Subscribing - Aware of Costs
"Now that you are aware of the costs associated with subscribing to Sirius satellite radio, will you subscribe in order to hear the Howard Stern Show after January 2006?"
Trending: March, 2005
| Demo |
Yes |
No |
Undecided |
| Total 18+ |
11% |
34% |
55% |
Trending: April, 2005
Trending: May, 2005
Trending: June, 2005
Bridge Ratings continues to monitor the progress of Stern listeners and will provide weekly trending and quarterly updates through 2005.
*Howard Stern markets surveyed: Los Angeles, San Diego, Phoenix, Boston, Detroit. 1671 listeners 18+.
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