Bridge Ratings study:
Stern listeners undecided on Sirius move
Bridge Ratings is currently measuring radio listening and audience behavior in Howard Stern markets LA, San Diego, Phoenix, Boston, Detroit. In response to queries regarding the potential audience Howard will take with him to Sirius in January of '06, Bridge Ratings has been surveying Stern listeners in these markets to determine the interest in subscribing to the service due to Howard's migration. For the purposes of this survey, Bridge Ratings did telephone call-backs to listeners who voted Howard as their "Favorite" morning show personality during our weekly listener surveys of these markets from 11/04-1/05.
The results reproduced here represent 1,857 12+ male and female Stern listeners. They were asked if they:
a. Were aware that Howard Stern would be moving his show to satellite radio in January 2006;
b. Would be subscribing to Sirius in order to continue to hear the "Howard Stern Show".
c. Were aware of the costs associated with subscribing to Sirius.
d. Would subscribe once they were aware of the cost implications.
A) Awareness
" Are you aware that the Howard Stern Show will be moving to satellite radio in January 2006
|
Demo
|
Yes
|
No
|
Don't Know
|
|
Total 12+
|
74%
|
21%
|
5%
|
B ) Subscribing - Pre-Costs
"Will you be subscribing to Sirius satellite radio in order to continue to hear the Howard Stern Show?"
|
Demo
|
Yes
|
No
|
Undecided
|
|
Total 12+
|
22%
|
37%
|
41%
|
C) Aware of Costs?
"Are you aware of the costs associated with subscribing to Sirius satellite radio in order for you to continue to hear the Howard Stern Show?"
|
Demo
|
Yes
|
No
|
Unsure
|
|
Total 12+
|
39%
|
49%
|
12%
|
D) Subscribing - Aware of Costs
"Now that you are aware of the costs associated with subscribing to Sirius satellite radio, will you subscribe in order to hear the Howard Stern Show after January 2006?"
|
Demo
|
Yes
|
No
|
Undecided
|
|
Total 12+
|
7%
|
44%
|
49%
|
Bridge Ratings continues to monitor the progress of Stern listeners and will provide an update of these findings in Q2.
Music, music, music: online destinations, demos and ad technologies
A quick drill down to top Online music destinations with demographics and advertising technologies:
Top Online Music Destinations, at Home Week ending Jan. 30, 2005 US, Home
|
Brand or Channel
|
Unique Audience (000)
|
Active Reach (%)
|
|
LAUNCH
|
7,901
|
7.37
|
|
AOL Music
|
7,186
|
6.71
|
|
iTunes
|
2,181
|
2.04
|
|
MTV Networks Music
|
1,471
|
1.37
|
|
BeMusic
|
840
|
0.78
|
|
A-Z Lyrics Universe
|
708
|
0.66
|
|
Universal Music
|
677
|
0.63
|
|
Sony Music
|
590
|
0.55
|
|
eBay Musical Instruments
|
520
|
0.49
|
|
Warner Music Group
|
465
|
0.43
|
Demographic Data for Music Category Month Of December 2004 US, Home
|
Target
|
Unique Audience (000)
|
Audience Comp (%)
|
|
Total
|
45,682
|
100
|
|
Male
|
22,663
|
49.61
|
|
Female
|
23,019
|
50.39
|
|
Age
|
|
2 - 11
|
2,018
|
4.42
|
|
12 - 17
|
8,451
|
18.5
|
|
18 - 24
|
4,715
|
10.32
|
|
25 - 34
|
6,505
|
14.24
|
|
35 - 49
|
12,900
|
28.24
|
|
45+
|
15,873
|
34.75
|
|
55+
|
7,529
|
16.48
|
|
65+
|
2,811
|
6.15
|
|
HH Income
|
|
$ 0 - 24999
|
2,675
|
5.86
|
|
$ 25000 - 49999
|
11,325
|
24.79
|
|
$ 50000 - 74999
|
13,560
|
29.68
|
|
$ 75000 - 99999
|
8,255
|
18.07
|
|
$ 100000 - 149999
|
6,215
|
13.6
|
|
$ 150000+
|
3,104
|
6.8
|
|
No Response
|
547
|
1.2
|
Data on the Entertainment Industry / Music Albums Segment Week ending Jan. 30, 2005 US, Home and Work
|
Top 20 Advertisers
|
|
Company
|
Impressions (000)
|
Share of all Impressions
|
|
Ballr Records Inc.
|
3,479
|
61.9%
|
|
Zone Records
|
745
|
13.3%
|
|
Victory Records
|
696
|
12.4%
|
|
Word Entertainment
|
91
|
1.6%
|
|
Vivendi Universal S.A.
|
90
|
1.6%
|
|
Tigress
|
86
|
1.5%
|
|
Inpop
|
80
|
1.4%
|
|
Time Warner Inc.
|
45
|
0.8%
|
|
Curb Records, Inc.
|
32
|
0.6%
|
|
A'Postrophe Records
|
32
|
0.6%
|
|
World's Fair Label Group
|
31
|
0.6%
|
|
Rosewood Recording Company
|
22
|
0.4%
|
|
Brite Music Inc.
|
21
|
0.4%
|
|
Rough Trade Records
|
18
|
0.3%
|
|
Fearless Records
|
16
|
0.3%
|
|
The Transgressors
|
16
|
0.3%
|
|
Sidecho Records
|
14
|
0.2%
|
|
Other Passengers
|
12
|
0.2%
|
|
Cherry Lane Music
|
12
|
0.2%
|
|
Future Farmer
|
11
|
0.2%
|
|
Total
|
5,620
|
100.0%
|
|
Top Ad Sizes
|
|
Dimensions
|
Impressions (000)
|
Share of all Impressions
|
|
Square button
|
3,502
|
62.3%
|
|
Leader Board
|
946
|
16.8%
|
|
Medium rectangle
|
625
|
11.1%
|
|
Full banner
|
205
|
3.6%
|
|
Wide skyscraper
|
183
|
3.3%
|
|
Half banner
|
108
|
1.9%
|
|
Skyscraper
|
30
|
0.5%
|
|
Square
|
12
|
0.2%
|
|
Vertical rectangle
|
6
|
0.1%
|
|
Vertical banner
|
2
|
0.0%
|
|
Non-standard
|
2
|
0.0%
|
|
Total
|
5,621
|
100.0%
|
|
Ad Delivery Types
|
|
Ad Delivery
|
Impressions (000)
|
Share of all Impressions
|
|
Inline
|
5,620
|
100.0%
|
|
Total
|
5,620
|
100.0%
|
Source: Nielsen//NetRatings AdRelevance
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