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In Satellite Radio, All Celebrities Are Not Created Equal

It seems not all celebrities are created equal nor are all satellite radio services equal in their celebrity appeal either. While both XM and Sirius have signed celebrities in a bid to win listeners, recent research from celebrity appeal research company E-Poll shows dramatic differences in public opinion for each company's celebrity talent. According to recent E-Score celebrity ratings , XM's talent has far more universal appeal, while the talent at Sirius is much more polarizing.

On a six point appeal scale from, "Like a lot" to, "Dislike a lot," Sirius celebrities received strong public response on both ends of the spectrum. Only Lance Armstrong shows universal appeal. Contrast this with XM celebrities who are seen as having positive appeal by least two thirds of respondents.

Among 46 attributes to describe each personality, "mean" and "rude" were words selected far more often to describe the Sirius celebrities. Stern led the way in both attributes. With the exception of Snoop Dogg, almost no respondents selected these attributes to describe the XM celebrities received minimal responses in these attributes.

celeb_satellite_radio.jpg

Written by Steve Hall    Comments (7)     File: Celebrity, Radio, Research     Apr-21-06  

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Comments

No shit.

Posted by: John on April 21, 2006 03:00 PM

Now ask the question about which personality will drive people to drop $70 - $100 for a radio and pay $13 a month. Then you are talking about something that counts towards revenue.

Posted by: Stevek on April 21, 2006 03:27 PM

When you think of what Sirius paid for Stern and XM paid for Oprah, you realize who knows how to do business better.

Not only does Oprah have wider appeal, but has longevity and respect also.

I think if XM keeps going in this direction, they will go way beyond Sirius, as they already have.

Posted by: Gary Bourgeault on April 21, 2006 05:38 PM

Stern hit his peak and most of the other talent they have gotten is just from throwing money into the wind to try and capture listners.

As my previous post (mysteriously missing...hmmmm), STEVEK makes perfect sense as to what a BIG MISTAKE SIRIUS made in giving Stern $500mm over 5years.

Does the dog have a black eye in the Sirius logo?

Posted by: Tmoney on April 21, 2006 05:38 PM

Once again...even if Stern brought over 5mm listners (he would need about 4mm more to hit that mark) that would only bring in $325mm in revenue...still $175mm short of Stern's 5 year PAYCHECK!

Ouch.


That hurts.


At least Stern is giving Sirius his 'A' game every week, opps!, I meant to say every 4 days a week since he is now taking Fridays off.

Posted by: Tmoney on April 21, 2006 05:49 PM

As is oddly typical of fanatical Stern haters, the above triple poster is really bad at spelling, logic, and math. Do you guys get paid or something?

5 million X $13 X 12 Months X 5 Years is $3,900,000,000 . That's billions. Not $325 million. You forgot there are 12 months in a year. Sigh. (Even at the 1 million listener level you erroneously pulled out of your nether regions they'll make $780,000,000.) Keep listening to whatever crud YOU like, and we'll listen to the crud we like, but stop criticizing (with the reasoning powers of a dead flea) a fledgling company that appears to have made the deal of the decade for themselves.

Posted by: B on April 21, 2006 10:33 PM

And don;t forget that Sterns salary is not based purely on how many subscribers Sirius has. They are still selling live and recorded ads during his show and are looking to expand ad's into other mediums. I think this whole satellite radio idea is neat, but by the time they get going, everything is going to be online/web based .... even in cars. They simply need ad revenue if they are commercials than people won't pay. They will both be gone by 2020.

Posted by: Stu on April 21, 2006 11:55 PM

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