CHARLESTON, S.C. – Despite all the hub-bub over superstar jock Howard Stern’s defection to satellite radio, a new U.S. survey suggests his impact on the genre has been pretty minimal.
The survey, commissioned this month by American Media Services, says “a large majority of Americans (86 percent) are not likely to consider the purchase of satellite radio in the future because of his move.”
Ed note: American Media Services is a brokerage, development and engineering firm which serves the traditional radio broadcast industry in the United States.
Broken down further, 69% of those responding said they were "not at all likely" to consider purchasing satellite, and 17% 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,” says the release.
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% saying they were "not at all likely," and 18% responding "not very likely."
Eighty-eight percent of those surveyed responded that they are not subscribers of satellite radio.
Further findings indicated that only 12% 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.
"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 CEO of American Media Services. "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% – responded that they are listening to radio more, or about the same amount of time, as they were five years ago.
In the release, 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 (American) 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.
