How Many Listeners Does Howard Stern Have?

Monday, September 25, 2006 at 10:44 AM
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Howard SternA 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.

[AdAge]

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Don't forget, these are not passive listeners. For most of these people, Howard it not simply background noise. When he speaks, his fans listen.

What do I know, but isnt it "pushing it" to estimate that there are 2 listeners per Sirus subscription? I mean I drive around on the highways and I could say that most cars have a single person driving to work in them. I guess Sirus subscribers need the extra passenger to help lug those huge units into their cars!

Yawn

Sirius Math (counting unsold vehicles sitting empty on a lot who don't have 2 listeners per vehicle) = Howie Math

Just kind of makes you wonder how many other Sirius/Howie math invisible listeners are out there in that completely unsupported by actual real data that anyone has ever seen 58%.

Hey Ryan,

Do you know how many listeners O&A have?

Westfall

I actually have a problem with how they computed the number of listeners based on the 58%.

The quote was that about 58% of Sirius subscribers are listeners. Why go through an exercise of multiplying the number by an arbitrary value (2)? First, I always thought Stern's terrestrial audience was much bigger than 7 million. If the 58% is correct and not inflated like most estimates in any business are, that would mean that of the 4.7 million subscribers, 2.72 million of them listen to Stern during the week. If you then want to see what percent of his former audience listens, you then take the 2.72 million and divide that by his audience when he left FM for Sirius. Anyone have any firm numbers on that?

Other than that, the article did not bring up anything that wasn't suprising. Common sense would dictate that companies would not want to pay $20k a live read if Stern only has a small percentage of his former audience.

According to an Washington Post article from earlier in the year, they mention 12 million as Howard's audience on terrestrial. Although I remember reading or hearing 18 million, even 20 million in some instances.

Anyway, given that 12 million number, 2.72 million is just about 23% of his former audience.

$5,000 compared to $20,000 is roughly 25%, so the cost reduction does make sense looking at it this way.

That 5 million listeners is only going to get larger. Sirius is killing XM in retail and in content.

HAAA HAAA HAAA what BS! ok... howar has listeners ..but come on! Look.. I was considered a Lister .. why? cause my welder had Stern on when he was on terestrial and I would check on his progress every couple hours. How the hell can I be considered a listener? In my book a listener is one who chooses to tune in. and thats no place near the 5 million or so claimed especially with 1.25 million sirius subscribers in OEM periods. BTW.. 2 of them are here in my office and they did not even know they had sirius in their cars. What a crock!

Can't they track the numbers of subs tuned into Howard's show?

"Take 4.7 million Sirius subscribers multiplied by an estimated 2 listeners per subscription, equals 9.4 million total Sirius listeners."

Why estimate 2 listeners per subscription? Is that number coming from Sirius?

Nevermind, I read the article. It looks like it's coming from Greenstein,

"Take the 4.7 million Sirius subscribers, Mr. Greenstein said, and consider that about two people listen per subscription -- that's 9.4 million listeners, which multiplied by 58% is about 5 million people."

If he's got so many listeners, and there less commercials which would presumably make the time more valuable, why would they be charging less for ads then?

"I was considered a Lister...

What's a "lister"? Is it code-speak for "Illiterate"? I'll bet it is!

so lets just say he has 2.7m subs...that is how many millions more then O&A.

stop attacking the numbers just because you dont like the man. Need i remind you XM/OAfans of the numbers that XM put out. ITS THE SAME 2-1 RATIO..if not more nubcake

http://www.orbitcast.com/archives/xms-listener-audience/circulation.html

Total number of XM Radio Listeners* - 13.6 million
XM's The '70s - 2.1 million listeners
XM's The '80s - 1.9 million listeners

so 2.7 subs x 9 bucks x 12 months x 5 years.

1.5 BILLION. 290m a year.

hmm kinda makes that 500m look silly now does'nt it?

hmmm


.
.
.
..
"Free FM blows. Go fuck yourselves Infinity Broadcasting . . . . Free means that it sucks" - O&A (beginning of 10/31/05 show)

Hey Penis... I wasn't bashing Stern, I was questioning the calculation that was used in the article, which wasn't written by Stern. But I can certainly turn this into a Stern bash you cunt.

Ya know, if you're gonna put out numbers you should be willing to back it up. An unnamed research company?? And then what appears to be a completely arbitrary multiplier??? Come on guys make it 1.7453 or something to make it at least look a little bit legitimate ;-)

"But I can certainly turn this into a Stern bash you cunt."

How can he be a cunt and a PNess at the same time?

Just wondering...

Because his name is Penis, but he's too much of bitchy little cunt to be a dick.

oh my god, funny stuff...keep it coming.

now stfu and say something constructive or go back to skool where you kids belong.

besides alot of people must hate you in real life, cause you automatically assumed that this was in response to your post?

Go back to skool?

Okay. Sure. Whatever cunt.

Oh noes you called me a cunt again... do you think i am some dumb chick who cares about that worthless word.

keep it up you are as original as your hero's.

now begone you pest, you and your >50k fellow listeners...and remember what O&A say
"Free FM blows. Go fuck yourselves Infinity Broadcasting . . . . Free means that it sucks" - O&A (beginning of 10/31/05 show)

Dumb chick? No. Dumb ass? Yes. What else can explain your horrific prose unless you are a midget with sausage link fingers, there is no excuse for such incoherence. I don't know who is worse, you or Sternfan73? Must be spreading amongst Sternbots.

the content on sirius really isn't that great...i don't know why people keep bragging about it.

Howard who?

I am not bashing Stern.... The estimate cannot be properly taken because of the varible content Sirius has. There is no doubt that Howard Probably has the most popular "show" on Sirius. That said... he does not recieve all the Sirius Subs as listeners. A number of 2.5- 3.1 million( total...not at one time,but who listen on a regular basis) would not be a disapointing number......considering it goes along with the numbers the article showed.

As a matter of content... 50% will like Sirius... and 50% will like XM. No matter how much both advertise, it will always be similar in that aspect ( unless a momentum shift occurs)
O+A's #'s are also hard to calculate.... XM, Fre FM, or both...around 2-2.4 million would not be a bad estimate for thier XM show.( Yes, that means Howie has more Sat. Radio Listeners.) But the free fm puts O+A overtop.

As for Sirius' Sub count... it will Skew The "58%" read in the article.Say there are 550,000 unsold cars in the lot. That would mean 4,450,000 (estimating Sirius' subs to 5 mill) That's 2,581,0000 listeners.

Is every one Okay with these numbers that you can check if you know simple math....

These #'s are NOT from any research... They are just logical numbers that I thought would reflect upon the actual.

Everyone can try their best to make stern as small as possible, the fact is, stern is a legend. who else can even draw 2 million to sat.? he has a great show with many new amongst the old listeners, and it will keep growing, just like O&A audience. why is this constant arguement about if stern is doing amazing or not is always being brought up everywhere? is it jealousy? out of hate? the guy is doing fine. so are o&a.

Thanks.... That was a much simpler version of what I said.

Lets not forget that the SAT. audience is a bit more desirable than the terrestrial one. These are people that are not only willing to buy a unit but also pay a monthly subscription.
Oh and one more thing even if Stern only has a million listners it's still pretty good if you compare it to your average cable tv show.

"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."

A small point here, I might be wrong. His show now plays avg 4 times on h100 and 1 time on h101. It was 1 and 1 when he started right? So are they getting $5000 to $10000 for each time it airs? If so it sounds about right, advertisers dont want to pay big on one slot in the morn when we might be spread out during the day.

I would think that no one would argue 2 mil. subs for Howard, I hope. So at 2mil he has paid for his show/network and 500mil to sirius. That is all he had to do to be a success on satrad.

I'm listening to Stern at this very moment. A couple of minutes ago, he talked about the Ad Age article. Howard claims that the $30k figure was for ONE live read several years back when dot com advertising was hot.

He says that the current rate of $5k - $10k per spot for his show is just about what Infinity was getting for his terrestrial show daily.

if $5k-&10k is what howard was getting at Infinty , why would Sirius start asking for twice his normal rate . even they had to know howard wasn't going to get 100% of his audience to follow him to satellite . once again the spin machine is alive and well on howard 100 .

"I'm listening to Stern at this very moment. A couple of minutes ago, he talked about the Ad Age article. Howard claims that the $30k figure was for ONE live read several years back when dot com advertising was hot.

He says that the current rate of $5k - $10k per spot for his show is just about what Infinity was getting for his terrestrial show daily."


I would take that with a grain of salt. Advertisers don't disclose how much they in pay fees to the show host.

The drop from 20k to 5-6k is pretty steep. But as noted, without a TRUE cost per person, most ad agencies simply won't touch you, period.


"Satellite radio is where you go when you suck" - Howard Stern (before his deal with Sirius)

Howard said they paid $30,000 for a 1 time one minute spot, yes.

Remember Infitiny use to make sponsors buy ads throughout the day if they wanted to advertise during Howard's show. Just saying.

Love the new quote:
"Satellite radio is where you go when you suck" - Howard Stern (before his deal with Sirius)"

yep before howard make it "cool" to be on sat radio.

and if you think he was not the #1 reason why sat radio is cool and popular now then you are just fooling yourself.


funny just another thing copied from stern and stern fans :P

OMFG!!!! You're joking right? No seriously...that's funny. "before howard made it cool"... You stern fans....Howard has to either be the first to do something or the one that makes it cool. Not only is that an opinion but a pretty crappy one at that. SatRad was at doing awesome.... Really good before Stern even announced his switch...well at least XM was. 5 million subs for XM before stern..... Not popular? SO Brainwashed Stern Cock sucking idiot....Who's fooling themselves?

Jesus. come on now. You have to admit that Howard has put the spotlight on satrad. P.S. 3 day old thread

Yes... put the spotlight on Sirius...there are to SatRad companies over here you know.

Yes... put the spotlight on Sirius...there are to SatRad companies over here you know.

"Yes... put the spotlight on Sirius...there are to SatRad companies over here you know."

Is English your first language? Judging by your sub-3rd grade writing skills, I'd guess "No".

Therefore, please return to your country of origin and be an annoying retard there...

Oh yeah..3 day old thread. idiot.

come on even you craskill cannot be so stupid as to not realize there is ONE person who put sat radio on the MAP. there is ONE person who made Sat radio a HOUSEHOLD NAME.

STERN.

come on now, all hatred aside, even your boys would not be on 24 testicle radio stations if stern did not give sat radio the attention when he signed and moved.

look at the boys before stern announced and moved. be realistic.

contentrally@ukings dot ca

Howard Stern should talk about real issues like the lesbian and gay problem or the jew problem in this country.

He should address that the blacks and latins are also bringing this country down.

E mail me at:
contentrally@ukings.ca
contentrally@ukings dot ca

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