Wednesday, November 01, 2006
Bridge Ratings Update, November 1st
Retail Foot Traffic Improves - For Siriuswww.bridgeratings.com, Nov 1, 2006
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:
Retail sales at the satellite radio kiosks this week picked up at week's end with a portion of those we interviewed indicating that their shopping was directly attributed to the Howard Stern trial on Sirius.com on Wednesday and Thursday (10/25-26). Foot trafficin general, was improved this week as our interviewers witnessed increasing "recreational shopping" behavior, i.e. an increase in"window shopping" or "decision-enhancing" shopping behavior.
Retail sales continue to be sluggish compared to the first half of this year, but we are beginning to see an improving environmentfor potential sales.
Retail activity for XM this week continued to lose ground to Sirius. The reason may be related to the generalpositive influence of the retail outlet's floor/sales assistants who seemed more energetic and passionate about the Sirius productduring our observations. As an important element of the sale process, these sales assistants seem to be making a differencefor Sirius.
This week's interviews regarding
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