Wednesday, May 30, 2007

Bridge Ratings, Updated May 30th

The Bridge Ratings Q2 - Mid-Term 2007 Satellite Radio Update
Wednesday May 30, 2007

Demand for Satellite Radio Soft but Consistent
Bridge Ratings continues to interview current and potential consumers of satellite radio. Interviews are conducted via random phone calls and in-store intercept at satellite radio kiosks and departments. With the growing influence of new car installations, this quarter we've added interviews at car dealerships.
Both satellite companies released their first quarter subscriber numbers in April with a net total of 760,000 new subscribers since the start of the year bringing the sector total to 14.5 million. This number falls short of the first quarter target of 780,000 Bridge Ratings' estimated would be needed in order for the full year subscriber count to reach 3.9 million which is shy of the satcasters projections for 2007 sign-ups. 2007 totals will need to reach 1.56 million by July 1 in order for the pacing to be on-target.
At this time, though, though we see a consistent interest in satellite radio, "brand stimulation" remains soft with Sirius maintaining its significant brand lead...read more: here