A recent survey found that over one in five listeners (22%) planned on subscribing to Sirius to continue to hear Howard Stern. 41% were undecided, while 37% said they wouldn't subscribe.
When told that they would have to pay for hardware and a monthly subscription fee (gasp!), only 7% said they would subscribe to Sirius, while 44% said they wouldn't. I can only imagine the endless Customer Service calls, "No sir, your AM clock radio won't receive Sirius. Yes sir, you need to pay for this." Half were undecided (yeah, great, thanks).
Mind you, the study surveyed 1,857 listeners who described Howard Stern as their favorite morning show personality (as opposed to Katie Couric?). It was conducted in Los Angeles (#2 largest market), San Diego (#17 market), Phoenix (#15 market), Boston (#9) and Detroit (#10). Interestingly enough, they didn't survey the #1 largest market, New York, where Stern is no-doubt the most popular in.
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