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Bridge Ratings Consumer Trends: Sirius Satellite Radio Q4/Q1 Subscribers

 

For Immediate Release:

Updated Wednesday February 15, 2006

Stern-based Sign Ups Now Softening

Bridge Ratings' trending of Sirius Satellite Radio subscribers continued during the fourth quarter of 2005 as Sirius announced subscriber increase of 1,142,000 during Q4 for a total of 3,316,500 subscribers.. According to a just-released study, 22% of Sirius sign-ups during the week of October 3 were due directly to Howard Stern. As marketing and awareness progressed through the fourth quarter, subscribers to the sat service directly due to Stern reached 58% the week prior to the Christmas holiday and topped 60% the final three shopping days of the holiday season.

Bridge Ratings continues to interview consumers at retail outlets who purchase Satellite radio. This week we begin publishing the results from the question: "Which satellite radio service did you purchase today?"

"Which Satellite Radio Service did you purchase today?"
Wk of: 2/13 2/6 1/30 1/23 1/16 1/09 1/02
XM Radio
51%
55%
54%
56%
61%
57%
47%
Sirius
49%
45%
46%
44%
39%
43%
53%

 

Q: "What was the primary reason you purchased Sirius today?"

% Of Sirius Subscriptions Due to .....
Week Howard Stern
Programming Variety
No Commercials Sports Package Price Other Gift-Yes?
10/03
22
29
36
-
-
13
9
10/10
23
30
34
-
-
13
8
10/17
25
28
33
-
-
14
7
10/24
24
28
35
-
-
13
5
10/31
24
30
32
-
-
14
6
11/07
25
31
30
-
-
14
8
11/14
27
28
32
-
-
13
8
11/21
27
25
35
-
-
13
10
11/28
33
28
31
-
-
8
10
12/05
37
24
29
-
-
10
12
12/12
44
20
28
-
-
8
14
12/19
58
14
24
-
-
4
18
12/26
62
10
25
-
-
3
5
1/02/06
65
9
24
-
-
2
n/a
1/09/06
42
18
29
2
-
9
n/a
1/16/06
40
20
32
2
-
6
n/a
1/23/06
38
22
34
3
-
3
n/a
1/30/06
35
19
30
9
4
3
n/a
2/06/06
33
20
25
12
7
3
n/a
2/13/06
35
22
30
4
5
4
n/a

 

Additionally, based on interviews with consumers who purchased Sirius satellite radio subscriptions during the month of January, overall passion levels for acquiring Sirius based on Stern have dropped and a more typical sales process is returning. This more "normal" sales process represents a pattern we saw during the summer fo 2005 prior to Stern's significant impact during the fourth quarter.

We also project that during the month of January 2006 Sirius added an additional 390,000 new subscribers, 60% or 234,000 to be directly attributable to Stern.

*Based on interviews conducted at retail outlets between October 1 and February 13, 2006.

Bridge Ratings continues to monitor the progress of Stern listeners on Sirius and will provide weekly trending and quarterly updates through 2006.

*Howard Stern markets surveyed: Los Angeles, San Diego, Phoenix, Boston, Detroit, New York, Boston. 4000 weekly listeners 12+.

 

 


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