Ad Buyers are reporting that Sirius Satellite Radio is getting about 1/2 the rate they had originally asked for to advertise on Howard Stern's new show. Earlier reports were that Sirius was asking $20,000 for a live read on the show - compare that to the $27,000 for a live read on his old terrestrial radio show.

Still, this is the very beginning and the market can only grow from here. Let's see what kind of rate the show commands in 5 years.

[Media Buyer Planner] 

UPDATE: Mel Karmazin said at a recent Citigroup Media conference that he feels that Sirius is likely to exceed its advertising goal equaling 10% of overall revenue, but stopped short of "officially" forecasting such an outlook.