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XM and Sirius Ratings

G

gbsncmtr

I've been a radio junkie all of my life, but my only experience inside the industry was working for a year at a 1,000 watt FM station in central Texas back in the early 80s. I've thoroughly enjoyed "eavesdropping" on this board for the past year or so. It's fascinating.

A couple of questions for all of you . . .

I ran across the Arbitron Satellite Ratings document yesterday. Here's a link: http://www.radiodailynews.com/SP07 National Satellite P12 .pdf

How signifcant are the ratings for XM and Sirius?


I receive an email every morning from Inside Music Media's Jerry Del Colliano. He's quite opiniated. Is he well respected in the industry?

Thanks for being so patient with those of us who are outside radio looking in! BTW, VDV . . . I think we're practically neighbors. I just live a few miles east of Rendon.
 
(Edited to remove ratings - not sure if you can post actual shares here)

The ratings are basically non-existent compared to terrestrial radio. You can see from the report that Sirius, on average, reaches a less than 1% of the P12+ population of the US and XM slightly more than that any given quarter hour. The cume is the cumulative audience for the "network" as a whole and is about 57% higher for XM compared to their ratings difference, which to me indicates that people tend to listen to XM longer than to Sirius. By far the biggest channel on either company is the Howard Stern show but even the ratings there are minuscule from a national perspective.

From an advertising perspective, you don't buy satellite radio for its ratings. You buy it either because it's the right environment (and cheap) or because you can get tonnage (frequency) - same reason why you would buy low rated terrestrial radio.
 
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