Celebrities in Satellite Radio are a key aspect to driving public awareness of each service. In general, most celebrities don't spend much time on the air, but that doesn't really matter. They're meant to get people through the door and hooked on the service. Think the Victoria Secrets "million dollar bra" or the Dodge Viper - most will never wear or drive one - but who cares, you're going to buy the Ipex or Caravan anyway.

AdRants has an enlightening writeup on the different approaches taken by SIRIUS and XM Satellite Radio when it comes to the celebrities they choose to sign on. According to recent research from E-Poll, a celebrity appeal research company, there are dramatic differences in public opinion for satellite radio celebrity talent. XM's talent has more "universal" appeal, while SIRIUS' selection is far more polarizing as illustrated by E-Poll's E-Score rating.

This shows key strategic differences in XM's and SIRIUS' approach, both of which I think have their positive and negative aspects.

Take XM's "universal" approach, while people will have a generally favorable opinion of these celebrities, there doesn't exist the same level of "passionate" fans who would do anything for these personalities. On the flip side of that coin, you won't be driving away any subscribers either.

SIRIUS' more polarizing approach that both attracts the hardcore fans, yes, like Stern's fanbase. But it also has the potential of preventing some subscribers from signing up because they find Stern "mean" and "rude."

Which approach is better? Neither. Both. There's plenty of the market to go around.

[AdRants]