Arb Study Show More Sirius XM Listenership
January 14, 2010 at 11:49 AM (PT)
SIRIUS XM RADIO has released the results of an ARBITRON study of satellite radio subscribers conducted in OCTOBER and NOVEMBER 2009 that found listenership is larger than previously estimated and scores much higher on key demographic criteria compared to the general population and AM/FM radio listeners.
ARBITRON's study, which excluded music channels and focused entirely on the service's commercial talk, sports, and entertainment channels, showed that more than 35 million total adult listeners tune in to SIRIUS XM, 32 million of which are weekly listeners.
ARBITRON found that in a typical day, SIRIUS XM listeners spend 2 hours and 45 minutes in their vehicle, which is significant, given that while they are in their cars, they spend 71% of their time listening to SIRIUS XM compared with 17% of their time listening to AM/FM radio, and 5% of the time using mobile devices.
"This study proves what we at SIRIUS XM have known for years -- not only do we have the best programming in radio, but we have some of the most valuable listeners in all of media," said SIRIUS XM Pres./CCO SCOTT GREENSTEIN. "Our combination of unparalleled audio content and unrivaled in-car delivery continues to attract a discerning cross-section of Americans."