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Bridge Ratings Consumer Trends: Sirius Satellite Radio Q4/Q1 Subscribers

For Immediate Release:

Updated Wednesday March 8, 2006

Programming Variety Edges Stern

Bridge Ratings' trending of Sirius Satellite Radio subscribers continues through 2006. For the week of February 20, 2006, XM showed a surprising leap in mentions from consumers who had purchased satellite radio equipment and subscriptions. Rising to 59% of those polled, it is XM's highest showing since mid-January.

Bridge Ratings continues to interview consumers at retail outlets who purchase Satellite radio. This week we begin publishing the results from the question: "Which satellite radio service did you purchase today?"

"Which Satellite Radio Service did you purchase today?"
Wk of:	3/06	2/27	2/20	2/13	2/6	1/30	1/23	1/16	1/09	1/02
XM Radio	45%	55%	59%	51%	55%	54%	56%	61%	57%	47%
Sirius	55%	45%	41%	49%	45%	46%	44%	39%	43%	53%

Also this week, after two weeks in which "Programming Variety" edged out Stern as the main impetus to subscribe, the 'Howard Factor' returned to the primary reason.

Q: "What was the primary reason you purchased Sirius today?"

% Of Sirius Subscriptions Due to .....
Week	Howard Stern	Programming Variety	No Commercials	Sports Package	Price	Other	Gift-Yes?
10/03	22	29	36	-	-	13	9
10/10	23	30	34	-	-	13	8
10/17	25	28	33	-	-	14	7
10/24	24	28	35	-	-	13	5
10/31	24	30	32	-	-	14	6
11/07	25	31	30	-	-	14	8
11/14	27	28	32	-	-	13	8
11/21	27	25	35	-	-	13	10
11/28	33	28	31	-	-	8	10
12/05	37	24	29	-	-	10	12
12/12	44	20	28	-	-	8	14
12/19	58	14	24	-	-	4	18
12/26	62	10	25	-	-	3	5
1/02/06	65	9	24	-	-	2	n/a
1/09/06	42	18	29	2	-	9	n/a
1/16/06	40	20	32	2	-	6	n/a
1/23/06	38	22	34	3	-	3	n/a
1/30/06	35	19	30	9	4	3	n/a
2/06/06	33	20	25	12	7	3	n/a
2/13/06	35	22	30	4	5	4	n/a
2/20/06	29	30	27	5	4	5	n/a
2/27/06	27	34	25	5	4	4	n/a
3/06/06	33	25	29	8	3	2	n/a

Additionally, based on interviews with consumers who purchased Sirius satellite radio subscriptions during the month of January, overall passion levels for acquiring Sirius based on Stern have dropped and a more typical sales process is returning. This more "normal" sales process represents a pattern we saw during the summer fo 2005 prior to Stern's significant impact during the fourth quarter.

*Based on interviews conducted at retail outlets between October 1 and March 5, 2006.

Bridge Ratings continues to monitor the progress of Stern listeners on Sirius and will provide weekly trending and quarterly updates through 2006.

*Howard Stern markets surveyed: Los Angeles, San Diego, Phoenix, Boston, Detroit, New York, Boston. 4000 weekly listeners 18+.

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