Monday, September 25, 2006

Howard's Ad Rates Lower On Satellite, But "Cost-Per-Thousand" May Be Higher

Howard Stern's Ad Rates on Sirius Slump to Low of $5,000
Audience Measurement Issues Cited as Barrier to Buyers
By Abbey Klaassen Published: September 24, 2006 NEW YORK (AdAge.com) --

Eight months into his reign at Sirius Satellite Radio, the King of All Media's advertising rates are a fraction of what they were on terrestrial radio.
Media buyers are not sure how many people actually listen to Howard Stern on Sirius. AP Rate drop Spots are going for $5,000 to $6,000, with live reads, the term for on-air talent pitching the product, maxing out at $10,000. When Howard Stern's show was broadcast on terrestrial radio stations, he commanded $30,000 for a live read. It's not a huge surprise spots are cheaper on Sirius, given Sirius' 4.7 million subscribers as of midyear. But exactly how much smaller is his Sirius audience than the crowd of 7 million listeners he drew on terrestrial? No one knows, because no one knows how many are listening to his satellite program, which also, of course, makes a cost-per-thousand comparison impossible....READ MORE: HERE

9/25/2006 07:48:00 AM

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