For Immediate Release: Updated
Saturday September 10, 2005
Stern Listeners 18+
Bridge Ratings has been 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.
We are now seeing evidence of increasing momentum for Stern's listener conversions to satellite. Bridge Ratings believes we are beginning to see significant movement among Stern listeners who are definitive in subscribing to Sirius or who have finally made the decision to convert after weeks or months of non-commitment.
Among this week's interviews, for example, nearly 50% of those responding positively that they would be subscribing made the decision based on news this week of the imminent availability of Stern's additionally programmed Sirius channels and the announcement of a definitive Stern start date of January 9, 2006. Of those 50%, almost a third were aware of the announcement made late in the week that controversial personality Bubba the Love Sponge would be joining Stern's channel 100 in September.
27% (up from 19% in May) of Stern's Preference one listeners now indicate they will subscribe to Sirius while the number of "undecideds" has dropped to 24% (down from 39% in May).
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: June 2005
| Demo |
Yes |
No |
Don't Know |
| Total 18+ |
91% |
6% |
3% |
Trending: July 2005
Trending: August 2005
Trending: September 2005
B ) Subscribing - Pre-Costs
"Will you be subscribing to Sirius satellite radio in order to continue to hear the Howard Stern Show?"
Trending: June 2005
| Demo |
Yes |
No |
Undecided |
| Total 18+ |
32% |
34% |
34% |
Trending: July 2005
Trending: August 2005
Trending: September 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: June 2005
| Demo |
Yes |
No |
Unsure |
| Total 18+ |
45% |
45% |
10% |
Trending: July 2005
Trending: August 2005
Trending: September 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: June 2005
| Demo |
Yes |
No |
Undecided |
| Total 18+ |
23% |
46% |
31% |
Trending: July 2005
Trending: August 2005
Trending: September 2005
E) Stern Preference Levels
"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?"
| |
|
Yes |
No |
Undecided |
% Comp |
| Hard Core |
P1 |
49% |
22% |
29% |
31% |
| Moderate Professionals |
P2 |
37% |
29% |
34% |
39% |
| Passives |
P3 |
10% |
62% |
28% |
30% |
The Stern audience composition levels consist of "passion for" and "time spent listening to" the Howard Stern radio program over the past 7 months. In this breakout it is more clear how each preference level feels about Stern's move to satellite radio in January.
How to read:
49% of Stern's P1's or "Hard Core" listeners intend to subscribe to Sirius satellite radio. Only 10% of Stern's P3's or "Passive" listeners intend to subscribe. Of the total group of Stern listeners interviewed, 39% are considered "Moderate Professionals".
Definitions
Hard Core: Passion Index (PI) + Time Spent Listening Score = 80+. Those Stern listeners who listen daily and say they need to listen to Stern every day.
Moderate Professionals: Passion Index + Time Spent Listening Score = 40-79. Mainstream listeners who do not necessarily listen to Stern daily and are somewhat ambivilent about wanting to listen more than 2 or 3 times a week.
Passives: Passion Index + Time Spent Listening Score = Less than 40. Occasional listeners to the Stern show who listen 1 or 2 days a week.
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+. Sample of Stern Top Tier Preference levels (P1, P2, P3): 1200
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