Arbitron is reporting that satellite radio listening is growing at what looks to be a steady pace, though its listenership pales in comparison to terrestrial radio.
According to Arbitron's latest numbers, both Sirius and XM account for 4.1% of the metro unweighted quarter hours. That's up from 3.5% in Spring 2007, and even a nicer increase from the 3.4% reported by Arbitron for the Fall 2006 survey.
In total, 6.9% of metro in-tab diaries contained satellite radio listening - that's up as well, from 5.9% in Fall 2006. Respondents also said they listened to 303 different satellite radio channels, up from 297 separate satellite radio channels in Fall 2006.
A vast majority of entries clearly identify both the service (XM or Sirius) and the channel, so Arbitron says that a satellite radio entry can be credited to a specific channel. Word has it that Arbitron will be circulating to subscribers a workup from the Fall 2006 survey that breaks out individual satellite channels, allowing a never-seen-before glimpse into how people listen to satellite radio (e.g., Howard Stern's audience, Opie & Anthony's audience, etc.).
That should make things interesting.
[Radio Online via Orbitcast Forums]
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