Here's The Bridge Ratings Buzz

Below is the most recent Bridge Ratings Report on Satellite Radio trends.

Mind you, this is the same group that released this report: "Terrestrial Radio Still Primary New Music Discovery Destination, Bridge Ratings’ new study of music consumers reflects continued satisfaction among a sample of 12-54 year olds for the role terrestrial radio plays in new music discovery...." (Link)

Bridge Ratings Consumer Trends: Satellite Radio Q4 Subscriber Trending
Updated Wednesday October 18, 2006

Retail Activity Remains Soft - Traffic Improves
Bridge Ratings' trending of Satellite Radio subscribers continues through 2006. The purpose of this on-going study is to analyze consumer preferences related to satellite service brand and satellite radio in general.
Bridge Ratings interviews consumers at retail outlets who have purchased Satellite radio. Consumers are interviewed whenentering audio departments to determine their purchase intent and then again post-purchase. By matching pre-purchase interest against actual purchase, we are able to determine: a) brand potency and b) brand awareness-to-purchase effectiveness, i.e. the brand'sability to convert awareness to purchase. In recent weeks programming options and equipment style and benefits have been taking a stronger position as the impetus for the purchase decision with Sirius more consistently being sited for its programming content and equipment as motives for purchase.
This Week's Update:
While retail sales at the satellite radio kiosks this week remained very slow, in-store traffic for satellite radio, in general, picked up. Bridge Ratings sample goal each week is 4000 persons across the U.S.*. This typically amounts to an average of 100 consumers interviewedper retail location* - 40 locations. In recent weeks however, retail traffic has been lighter and in order to complete our goal of 4000 interviews, we have had to expand the number of locations. Trends in interview completion improved this week averaging of 90interviews at all locations - up from 85 last week.
The sector's "true retail sales" ( TRS) continue to be sluggish maintaining a soft status quo for the retail side of their business.Retail activity for XM this week continued to show hints of recovery but not at the expense of Sirius. This week's interviews regarding renewals among current satellite subscribers continued to reside just under 50%, while Howard Stern-motivated retail salesremain stagnant. The entire health of the satellite sector seems to be in question. The trending we are seeing is inconsistent,i.e. compared to earlier this year when week after week showed retail strength. Retail tracking since the last week of August '06 has not held much traction.
Current consumer attitudes are significantly improved over their pre-holiday 2005 shopping act ivies as indicated in this new study. If these attitudes should flow through to actual behavior over the next six weeks, the satellite radio industry may be able to improve upon the year's disappointing growth curve. ...read full article: here

10/19/2006 03:02:00 PM

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