AMS News

Saturday, January 7, 2006

Survey Examines Who's Following Stern To Sirius

Radio & Records

A new study finds that 86% of over 1,000 people randomly surveyed said they're not likely to begin subscribing to Sirius now that Howard Stern has moved there, compared to 12% who said they're "very" or "somewhat" likely to follow the jock to satellite radio. Drilling down, 69% responded that they're "not at all likely" to follow Stern to Sirius, vs. 17% who said they are "not very likely."

The survey, conducted by Roper OmniTel for American Media Services, also found that after being informed that the service requires the purchase of a receiver and a monthly fee, 82% said they are "not very" or "not at all likely" to purchase satellite radio, with 64% choosing "not at all likely."

However, of the roughly 10% of respondents who are already subscribing to either XM or Sirius, 88% said they are "very or somewhat" likely to renew their subscriptions, including 57% who said it is "very likely" they'll keep the service, compared to 8% who said it is "not very" or "not at all likely" that they'll re-up.

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