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Bridge Ratings Industry Essay : Howard Stern Conversions - Non-Stern Markets

For Immediate Release:

Tuesday January 3, 2006

How Many New Subscribers?

In its continuing project to track the behavior of Howard Stern's current listeners to Sirius satellite radio, Bridge Ratings has surveyed 18+ adults in markets where Howard has never been broadcast or in those where some time has elapsed since his show was on the air in the market.*

We wanted to learn how many potential subscribers Sirius could add from this lucrative set of radio markets.

Non-Stern Markets: Have You Ever Heard the Howard Stern Radio Show?
18+ Adults	Yes	No	Don't Know
Non-Stern Markets	12%	73%	5%
Former Stern Markets	32%	60%	8%

"If the Howard Stern Show were available on the radio in your town, would you listen?"

Non-Stern Markets: Listener Interest
18+	Yes	No	Don't Know
Non-Stern Markets	39%	46%	15%
Former Stern Markets	30%	57%	13%

"If you answered yes, are you interested in subscribing to Sirius Satellite radio so that you can hear the Howard Stern show?"

Non-Stern Markets: Sirius Subscribers?
18+	Yes	No	Don't Know
Non-Stern Markets	50%	37%	13%
Former Stern Markets	61%	29%	10%

*Markets surveyed: Nashville, Birmingham, AL, Tuscon, Denver, Jacksonville, Atlanta, Indianapolis, Minneapolis, Portland, OR, Oklahoma City, Salt Lake City. 3300 radio listeners 18+.

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