Terrestrial Radio Maintains About 70% Of Howard Stern's Morning Audience
March 27, 2006 at 11:18 AM (PT)
According to a JACOBS MEDIA web poll survey on HOWARD STERN, approximately 70% of STERN's regular listeners acknowledge they’ve stayed with commercial radio morning shows. The survey, consisting of over 25,000 respondents from 79 Rock-formatted stations (Mainstream Rock, Classic Rock, and Alternative), conducted in late-FEBRUARY, which was about 6 weeks after STERN's debut on SIRIUS.
Since three-fourths of "regular listeners" to STERN have stuck with commercial radio morning shows, several AM/FM morning teams and DJs look to grow their audience bases in the wake of STERN. Overall, nearly half (46%) of those who considered themselves "regular STERN listeners" have stayed with the surveying station’s morning show
However, STERN's move to SIRIUS has helped the satellite radio company match or surpass the subscriber rate of rival XM among Rock radio listeners. The study shows parity between SIRIUS and XM (both with 6%) and more importantly indicates that new subscibers to satellite radio would likely buy SIRIUS.
Among SIRIUS subscribers in this survey, STERN was the key motivator, cited by one-third of these respondents. But the study also shows that the STERN-led exodus to SIRIUS may be about over. Most of those who were enticed by SIRIUS have already made the purchase, with a smaller percentage indicating they intend to buy SIRIUS later this year.
In STERN's former broadcast markets in 2005 (over 15,000 respondents), one-fifth of those who considered themselves "regular listeners" to his show are SIRIUS subscribers, with one in 10 indicating they plan to subscribe. This is a strong indicator for commercial radio broadcasters in STERN markets, the worst is over.