Re: Two Million Follow Stern To Satellite For An "Extreme Conversion Rate"


"Locutus" <locutus_atai@xxxxxxxxxxx> wrote in message
news:138ioudf44ucgb0@xxxxxxxxxxxxxxxxxxxxx
I apologize if this was already posted.

http://www.radioink.com/HeadlineEntry.asp?hid=138337&pt=todaysnews

Bridge Ratings this week released current data on the status of the
potential Howard Stern subscriber base. Bridge now estimates that nearly
two million Stern fans have committed to either the satellite or webcast
version of the Stern show on Sirius. Howard & Co. had approximately 12
million listeners during the height of their success on terrestrial radio,
meaning that about 15% of those ears - as Tom Petty might put it - now pay
for what they used to get for free.

The study found that Stern fans are more loyal to the Stern channel than
other Sirius offerings. However, Bridge also determined that the potential
Stern subscription pool is shrinking.

"On average, Sirius subscribers listen to 6 channels on a regular basis
compared to 7 for XM," said Bridge Ratings President & CEO Dave Van Dyke.
"Stern's fans are very loyal and spend most of their Sirius time with
Stern and, on average have only 3 channels they frequent on a regular
basis. We are still projecting that should the merger be approved, Stern
has the potential to add 800,000 XM subscribers over 2 years."

Stern's impact has most definitely been felt as CBS Radio saw not only
morning ratings topple but full-year 2006 radio revenue for the CBS radio
division and its former Stern stations in particular was significantly
diminished by Stern's departure.

By the end of the first quarter of 2006, it became clear that Howard's
influence would increase total Sirius subscriptions and boost the
company's brand.

Based on Bridge Ratings estimates 58% of Stern's core (heavy) terrestrial
radio listener base followed him to Sirius satellite radio. This is an
extreme conversion rate among Stern's most loyal fans. His core audience
composed approximately 25% of his total national terrestrial audience.

In the June results, 5% of 18-34 year olds said they were very likely to
subscribe down from 6% in September of 2006. Meanwhile, 8% of 35-49 year
olds said they were very likely to subscribe - an increase from 7% last
fall.

More information on the Stern study is available at www.bridgeratings.com


Even radio shill Bridge is giving Stern some props.


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