Bridge Ratings Report: XM's Brand Resilience, Traditional Radio Working
April 28, 2006 at 6:45 AM (PT)
Another chapter in BRIDGE RATINGS trending of Satellite Radio subscribers continues. According to the study, STERN's launch had a huge effect on SIRIUS' growth in Q1, but one month into Q2, "the 'STERN-Effect' seen during BRIDGE RATINGS' satellite trends of 2005's fourth quarter and into the first quarter of '06, has virtually stalled.
"Our latest estimate is that a total of 1.1 million (8.4%) of STERN''s terrestrial fan base has migrated to SIRIUS. As BRIDGE RATINGS continues to interview former STERN listeners, there is an apparent apathy regarding future SIRIUS subscriptions. When asked "why haven't you yet subscribed to SIRIUS satellite radio?", the following responses were given by 3200 STERN listeners 18+ between APRIL 1 and APRIL 24, 2006:
1. Don't miss listening to the STERN show enough to subscribe 32%
2. Equipment and monthly subscription costs too high 25%
3. Listening to a morning show that was my second choice before 18%
4. Don't listen to morning radio right now 10%
5. Don't see the value of satellite radio 9%
6. Don't know 6%
Traditional Radio Serves the Public Interest
And, in an early look at a new BRIDGE RATINGS perceptual study designed to better understand the current behavior of listeners to traditional radio, over three quarters of those interviewed* say that their local AM/FM stations are providing what they need in their daily and weekly radio listening.
*2500 listeners to traditional radio over a one week period (APRIL 17-24, 2006) ages 15-64 were asked if they agreed or disagreed with a series of questions related to their radio and music listening habits.
54% agreed with the statement, "I'm spending more time than before with my personal music collection." 25% agreed that they "were listening to more music on the Internet lately."
This study represents opinions from a representative sample of listeners to traditional radio interviewed by telephone in SAN FRANCISCO, SEATTLE, DALLAS, CHICAGO, CHEYENNE and BOSTOn. Sample error is +/- 2%.