‘Just’ 17% of Stern fans followed him to Sirius

Don Day June 20th, 2007

Inside Radio has the scoop on a Bridge Ratings survey that found out of Howard Stern’s 12 million former terrestrial radio listeners, two million followed him to Sirius. You can spin this either way: that only 17% of his audience slid over to the pay service, or that he compelled two million people to pay for something they used to get for free. Bridge posits that Sirius could add up to another 600,000 Stern fans.

8 Comments Add your own

  • 1. Michael  |  June 21st, 2007 at 6:04 am

    I had Sirius for a couple of years when he made the switch. After that every time I happened to mention I had Sirius they immediately asked, “Oh, you like Howard Stern?” (The answer: a resounding no, but that’s beside the point) I wonder how many non-Stern fans signed on from the increased visibility of the deal.

  • 2. Frank  |  June 21st, 2007 at 8:53 am

    Or, conversely, how many SIRIUS subscribers are new listeners to Stern?

    If NBC, ABC, CBS and FOX went pay-only, I wonder how many people would sign up and subscribe to see “Lost”, “Heroes”, etc.?

  • 3. Vinny  |  June 21st, 2007 at 10:52 am

    Think about it, though. This proves what people have been saying all along: Sirius’ spurt in subscribers really doesn’t have anything to do with Stern at this point.

  • 4. Safran  |  June 21st, 2007 at 1:10 pm

    I go this way: he got a 17% conversion rate and that’s simply amazing. When you go from free to pay, you’re lucky to get 3-5% conversion rate.

  • 5. anton  |  June 21st, 2007 at 1:43 pm

    2 mil subscribers at 120 a year x 1.5 years Since stern debuted = 360mil in revenue…brilliant move for Sirius…if these numbers hold, Stern would generate 1.2 billion in revenue over the 5 years of his contract.

    Anton

  • 6. matt  |  June 22nd, 2007 at 6:32 am

    this article appeared in ‘inside radio’ which is owned by clear channel.

  • 7. Frank  |  June 22nd, 2007 at 6:41 am

    Stern Rules… This article was writen by Inside Radio which is owned by Terrestrial Radio and they just HATE STERN. His numbers are much bigger they just don’t want to admitt Stern has success on SIRIUS!

  • 8. Darth Nilus  |  June 22nd, 2007 at 7:18 am

    When Stern announced his move, 600,000 people subscribed to Sirius. If they are at over 6 million today, are they saying that over 5 million people decided to buy the market following Sirius over the better known XM? And Howard had nothing to do with this except for 2 million subs?
    Defies logic.

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