XM and Sirius Listener Comparisons
Howard Stern’s move to Sirius has boosted the visibility of satellite radio. Here’s a comparison of Sirius and XM listeners courtesy of comScore.
- The online behavior of Sirius Satellite Radio Owners demonstrates a penchant for higher-end goods and services compared to owners of XM Radio. Sirius owners are 40 percent more likely than the average internet user to visit Jewelry/Luxury Goods/Accessories sites and 13 percent more likely to visit Fragrances/Cosmetics sites (see Table 1). They are also 22 percent more likely to visit Online Trading sites. Likely a result of Sirius Radio’s broadcasting partnership with the National Football League, Sirius owners are also 16 percent more likely to visit Sports sites.
- Owners of XM Radio exhibit a high propensity to visit travel-related sites. They are 89 percent more likely to visit Car Rental sites and 45 percent more likely to visit Airline sites (see Table 2). This positioning is probably the result of XM’s strategic partnership with Car Rental agencies to carry XM in their vehicles.
| Top Categories Visited by People who own Sirius Satellite Radio – Past Six Months Ranked by Composition Index |
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| Source: Audience insite Measures (AiM), a service of comScore Media Metrix |
| Top Categories Visited by People who own XM Radio – Past Six Months Ranked by Composition Index |
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Source: Audience insite Measures (AiM), a service of comScore Media Metrix |
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Have subscribed to XM for over two years and decided to try Sirius… what a mistake. XM for the most part has stations with no jabber. At Sirius they can’t shutup. If the merger takes place hopefully Sirius wont mess with my XM music…
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