Jacobs Media: Sirius Overtaking XM As "More Attractive Option" For Rock Listeners
May 31, 2006 at 1:58 PM (PT)
According to the JACOBS MEDIA 2006 Technology Poll of Rock, Classic Rock, and Alternative listeners, overall satellite radio subscribership increased from 7% in 2005 to 12% among these listeners. Compared to other new media -- Internet streaming, iPod ownership and usage, and cell phone applications -- JACOBS describes satellite radio as a "medium that is still very embryonic."
Interestingly, in a departure from documented subscription data that shows XM in the lead, the JACOBS poll reveals a dead heat between SIRIUS and XM, as both are tied with 6% each among all respondents. Men are more apt to subscribe to either service, as are 30-39 year-olds, college grads, and those with a household income of $100,000 and more. Notes JACOBS MEDIA's FRED JACOBS, "In the Rock communities, SIRIUS is emerging as the more attractive option."
JACOBS attributes this shift to HOWARD STERN's exodus to SIRIUS.
Said JACOBS, "For SIRIUS, HOWARD was the difference maker. More than any other reason, his show’s move to satellite was the key factor in driving new subscribers. While most of his former listeners are staying with terrestrial radio stations, his presence on SIRIUS has been a defining difference."
The survey also asked non-subscribers about the chances they’d purchase either XM or SIRIUS later in 2006. While nearly nine in ten indicate little to no likelihood of signing up for either service, 5% report they’re very apt to become an XM customer, compared to 7% for SIRIUS. Men and 18-39 year-old respondents lean toward SIRIUS.
For a more detailed look at this report, click here.