Latest Bridge Ratings Study Explores XM/Sirius Consumer Recall
March 30, 2006 at 11:49 AM (PT)
According to the latest BRIDGE RATINGS research brief, a first quarter survey of consumers at retail outlets throughout the U.S. found that, during the first 4-5 weeks of the year, XM had less instant consumer recall than did SIRIUS. However, XM was more often mentioned as the system of purchase during that time.
However, during the final 6 weeks of the quarter, the reverse occurred: XM had higher install recall prior to purchase, but SIRIUS was mentioned more often as the purchased service.
XM’s instant recall during the quarter varied from a high of 65% during the week of FEBRUARY 27 to a low of 41% the week of JANUARY 2. SIRIUS achieved a high of 59% during the week of JANUARY 2 and a low of 35% during the week of FEBRUARY 27. According to BRIDGE, these figures were greatly influenced by the immediate impact of HOWARD STERN on sales and the subsequent slow-down of influence during the second half of the quarter.