stamplaw
June 6th, 2006, 03:30 PM
"Stern Effect" Not Done Yet
June 6, 2006
The latest satellite radio study from Bridge Ratings suggests a shift
in momentum at both the retail and consumer brand awareness level with
Sirius and Howard Stern overtaking XM. Just three weeks ago, Bridge
reported that XM had survived the "Stern-effect" to regain the lead in
the satellite sector, but that proclamation may have been premature, as
Bridge now reports: "In recent weeks the number of consumers who
mention an XM purchase has slowed while Sirius is on a tear lately."
Bridge projects just over 1 million retail sales of satellite radios
since April 1, with 51% (534,994) of them being XM systems. While XM
holds a narrow lead in sales for the second quarter, over the last
three weeks of May, Bridge projects Sirius claimed 57% of the 350,000
satellite units sold. Overall Q2 trending for sales through the week
ending May 29 shows XM (534,994 units) with a narrow lead over Sirius
(502,667). Bridge now projects 6.5 million subscribers for Sirius while
XM's total subscriber count will land at 8.4 million by year end 2006,
which is 100,000 less than what XM recently stated in a subscriber
projection adjustment.
Bridge also states "sales as a function of brand also has favored
Sirius in recent weeks with Sirius sales over performing its brand
awareness." Much of that is likely due to Howard Stern, as in its last
report Bridge stated that 31% of Stern's former listeners did not miss
Howard's show enough to subscribe. That number decreased to 24% in the
last sample. Bridge also now estimates that 1.3 million (10%) of
Stern's terrestrial fan base has migrated to Sirius.
In July, Bridge Ratings will release its full second quarter tracking
for the satellite sector. The current report was based on interviews
conducted at retail outlets in Los Angeles, San Diego, Phoenix, Boston,
Detroit, New York and Boston between January 1 and May 29, 2006.
June 6, 2006
The latest satellite radio study from Bridge Ratings suggests a shift
in momentum at both the retail and consumer brand awareness level with
Sirius and Howard Stern overtaking XM. Just three weeks ago, Bridge
reported that XM had survived the "Stern-effect" to regain the lead in
the satellite sector, but that proclamation may have been premature, as
Bridge now reports: "In recent weeks the number of consumers who
mention an XM purchase has slowed while Sirius is on a tear lately."
Bridge projects just over 1 million retail sales of satellite radios
since April 1, with 51% (534,994) of them being XM systems. While XM
holds a narrow lead in sales for the second quarter, over the last
three weeks of May, Bridge projects Sirius claimed 57% of the 350,000
satellite units sold. Overall Q2 trending for sales through the week
ending May 29 shows XM (534,994 units) with a narrow lead over Sirius
(502,667). Bridge now projects 6.5 million subscribers for Sirius while
XM's total subscriber count will land at 8.4 million by year end 2006,
which is 100,000 less than what XM recently stated in a subscriber
projection adjustment.
Bridge also states "sales as a function of brand also has favored
Sirius in recent weeks with Sirius sales over performing its brand
awareness." Much of that is likely due to Howard Stern, as in its last
report Bridge stated that 31% of Stern's former listeners did not miss
Howard's show enough to subscribe. That number decreased to 24% in the
last sample. Bridge also now estimates that 1.3 million (10%) of
Stern's terrestrial fan base has migrated to Sirius.
In July, Bridge Ratings will release its full second quarter tracking
for the satellite sector. The current report was based on interviews
conducted at retail outlets in Los Angeles, San Diego, Phoenix, Boston,
Detroit, New York and Boston between January 1 and May 29, 2006.