How Many Listeners Does Howard Stern Have?
A recent article in AdAge highlights the fact that Howard Stern's ad rates have dropped to $5,000 - $6,000 per spot - with live reads maxing out at $10,000. That's about 1/2 of what Sirius was originally asking, and back in his terrestrial days Stern was commanding a live-read upwards of around $30,000.
But that's not really the interesting part of the article, because well it's not really much of a surprise. The interesting part is the listener number data coming from Sirius.
While XM does offer some audience data from a custom Arbitron report, Scott Greenstein, president-entertainment and sports at Sirius, said Sirius has hired a third-party research company to get audience data on "certain things our advertisers would need." The third-party data, culled from the unnamed research company, shows that 58% of subscribers listen to Howard Stern during the week.
That means there's about 5 million Stern listeners according to this data. Take 4.7 million Sirius subscribers multiplied by an estimated 2 listeners per subscription, equals 9.4 million total Sirius listeners. Multiplied by 58% and you've got Stern's audience of about 5 million people.
"Given the state of terrestrial, there are a lot of shows and hosts that would like to have that [many listeners]," Mr. Greenstein said.