The 'Howard Stern Factor' is Overrated: Few Americans Expect to Purchase Satellite Radio
A survey by American Media Services also finds: nearly two-thirds of those surveyed say their radio listening habits are about the same or have increased during the past five years
CHARLESTON, S.C., Jan. 26 /PRNewswire/ -- Despite recent media attention
about shock jock Howard Stern's widely publicized transfer to satellite radio,
a nationwide survey indicates a large majority of Americans (86 percent) are
not likely to consider the purchase of satellite radio in the future because
of his move.
Broken down further, 69 percent of those responding said they were "not at
all likely" to consider purchasing satellite, and 17 percent said they were
"not very likely" to after Stern's move. The respondents' negative reaction
to the Stern question was even stronger than another question that asked their
likelihood of paying for satellite service.
In that question, respondents were first told that satellite radio usage
requires the purchase of equipment and a monthly fee, then were asked if they
were likely to purchase satellite radio over the next year. Eighty-two
percent said such a purchase was unlikely, with 64 percent saying they were
"not at all likely," and 18 percent responding "not very likely." Eighty-
eight percent of those surveyed responded that they are not subscribers of
satellite radio.
"We have long suspected that all the national media interest in Stern and
satellite radio did not reflect what was going on with the American consumer,"
said Ed Seeger, President and Chief Executive Officer of American Media
Services (AMS), which commissioned the survey. "These are dynamic times for
conventional broadcast radio; there are lots of new opportunities with the
emerging technologies, and radio has proven again and again that it is here to
stay."
The survey also revealed that almost two-thirds of those surveyed -- 64
percent -- responded that they are listening to radio more, or about the same
amount of time, as they were five years ago.
AMS Findings Bolstered by Second Survey
Seeger noted that the AMS findings are supported by another survey
released in January by the Center for Media Research that found conventional
radio listenership beginning to stabilize. "This supporting finding is a
result of radio owners' decisions to lower commercial loads and concentrate on
content," he added. "We believe that there are compelling numbers in these
results that indicate radio will continue to be a strong contender for
consumers' attention."
The AMS survey was a random digital dial telephone survey of 1,008
American adults that was conducted by Roper OmniTel, the weekly omnibus survey
of GfK NOP of Princeton, N.J. The survey was conducted over the weekends of
January 13-15, 2006, and January 20-22, 2006. A random sample of this size
reflects American opinion within plus or minus three percentage points.
Additional Stern-related findings indicated that only 12 percent of
respondents were likely to consider purchasing satellite radio to listen to
Stern. Of those respondents, most fell into the 18-34 age group, and men
outnumbered women two to one. Outside of that age group, the respondents'
likelihood of purchasing satellite because of Stern fell off sharply.
"Listening to local radio continues to be a part of the American fabric,
and this survey supports that," Seeger said.
What the Consumer Likes About Local Radio
The survey also asked the 1,008 respondents what they liked best in
conventional radio. Thirty-three percent of them said "local traffic and
weather information," while another 25 percent said they liked radio because
"it's always available when you need it." Thirteen percent said they liked
radio because it helped connect them to events taking place in their
community, and 10 percent said they liked radio because they knew they could
get vital information from radio in case of an emergency. As to what
consumers did not like about radio, 57 percent responded that "the amount of
time for commercials" is the highest on their lists.
"This survey has reinforced what we have known for several years, that
local radio has a unique and unmatched place in the American community," AMS's
Seeger said. "Other technologies are going to be there to compete, but radio
has made some fundamental changes over the past couple of years, and I think
the consumer knows that."
A survey by American Media Services also finds: nearly two-thirds of those surveyed say their radio listening habits are about the same or have increased during the past five years
CHARLESTON, S.C., Jan. 26 /PRNewswire/ -- Despite recent media attention
about shock jock Howard Stern's widely publicized transfer to satellite radio,
a nationwide survey indicates a large majority of Americans (86 percent) are
not likely to consider the purchase of satellite radio in the future because
of his move.
Broken down further, 69 percent of those responding said they were "not at
all likely" to consider purchasing satellite, and 17 percent said they were
"not very likely" to after Stern's move. The respondents' negative reaction
to the Stern question was even stronger than another question that asked their
likelihood of paying for satellite service.
In that question, respondents were first told that satellite radio usage
requires the purchase of equipment and a monthly fee, then were asked if they
were likely to purchase satellite radio over the next year. Eighty-two
percent said such a purchase was unlikely, with 64 percent saying they were
"not at all likely," and 18 percent responding "not very likely." Eighty-
eight percent of those surveyed responded that they are not subscribers of
satellite radio.
"We have long suspected that all the national media interest in Stern and
satellite radio did not reflect what was going on with the American consumer,"
said Ed Seeger, President and Chief Executive Officer of American Media
Services (AMS), which commissioned the survey. "These are dynamic times for
conventional broadcast radio; there are lots of new opportunities with the
emerging technologies, and radio has proven again and again that it is here to
stay."
The survey also revealed that almost two-thirds of those surveyed -- 64
percent -- responded that they are listening to radio more, or about the same
amount of time, as they were five years ago.
AMS Findings Bolstered by Second Survey
Seeger noted that the AMS findings are supported by another survey
released in January by the Center for Media Research that found conventional
radio listenership beginning to stabilize. "This supporting finding is a
result of radio owners' decisions to lower commercial loads and concentrate on
content," he added. "We believe that there are compelling numbers in these
results that indicate radio will continue to be a strong contender for
consumers' attention."
The AMS survey was a random digital dial telephone survey of 1,008
American adults that was conducted by Roper OmniTel, the weekly omnibus survey
of GfK NOP of Princeton, N.J. The survey was conducted over the weekends of
January 13-15, 2006, and January 20-22, 2006. A random sample of this size
reflects American opinion within plus or minus three percentage points.
Additional Stern-related findings indicated that only 12 percent of
respondents were likely to consider purchasing satellite radio to listen to
Stern. Of those respondents, most fell into the 18-34 age group, and men
outnumbered women two to one. Outside of that age group, the respondents'
likelihood of purchasing satellite because of Stern fell off sharply.
"Listening to local radio continues to be a part of the American fabric,
and this survey supports that," Seeger said.
What the Consumer Likes About Local Radio
The survey also asked the 1,008 respondents what they liked best in
conventional radio. Thirty-three percent of them said "local traffic and
weather information," while another 25 percent said they liked radio because
"it's always available when you need it." Thirteen percent said they liked
radio because it helped connect them to events taking place in their
community, and 10 percent said they liked radio because they knew they could
get vital information from radio in case of an emergency. As to what
consumers did not like about radio, 57 percent responded that "the amount of
time for commercials" is the highest on their lists.
"This survey has reinforced what we have known for several years, that
local radio has a unique and unmatched place in the American community," AMS's
Seeger said. "Other technologies are going to be there to compete, but radio
has made some fundamental changes over the past couple of years, and I think
the consumer knows that."
