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The Score: Satellite Radio

comScore Media Metrix
The Score: Satellite Radio comScore Media Metrix

Will Howard Stern’s much ballyhooed arrival to the airwaves of Sirius Satellite Radio signal the technological tipping point for satellite radio? Some critics contend that removing the content restrictions of public radio will take away Stern’s edge, which many believe is predicated on his willingness to consistently push the envelope and test his boundaries. Others view his move to Sirius with more optimism, contending he will finally be able to give his fans what they’ve wanted for so long -- Howard unleashed. Regardless of which camp you fall into, one thing is certain: Stern is creating a bridge between a premium service and mainstream listeners that may turn satellite radio into the equivalent of cable television within the next five to 10 years.

While Stern’s fans will almost certainly latch onto Sirius, formidable competitor XM Radio is quickly adding subscribers of its own. As the two providers jockey for positioning, their competition for various market niches is yielding very different audience profiles.

  • 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

Category Composition Index**
Jewelry/Luxury Goods/Accessories 140
Online Trading 122
Shipping 122
Sports 116
Discussion/Chat 115
Airlines 114
Travels - Transactions 114
Fragrance/Cosmetics 113
Instant Messengers 111
Movies 111
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

Category Composition Index**
Career Services - Training and Education 196
Car Rental 189
Airlines 145
Tickets 143
Photos 135
Radio 133
Free Web Hosting 131
Education - Information 130
Instant Messengers 127
Discussion/Chat 127

Source: Audience insite Measures (AiM), a service of comScore Media Metrix

*Composition Index represents the proportion of the given group within a specific site
audience, compared to the proportion of that group in the total online population. 
A composition index of 100 represents parity.

About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz.

The Homemaker
the recent commercials for the Toyota Sienna, any ad for Mr. Clean

In this day and age, it's a bit un-PC to have a homemaker pitch you the latest in minivans and chemical disinfectants. There's also no question that the archetype is somewhat dated; 60 percent of mothers are a part of the work force. But it remains that, for the majority of us, our mothers stand for the kind of trust and affection that's hard to find elsewhere. This makes The Homemaker a potent spokesperson -- are you going to deny someone who's only looking out for you?

But the times have changed. While The Homemaker is still a popular standby, advertisers have tweaked the story to bring it to the present. No longer is the archetype a cardboard cutout whose only trait is a toothy smile. The modern representation is infused with depth and personality, so that we may see a bit of ourselves in the ad. Toyota's version is a young thirty-something who's learning the ropes of motherhood. And Target's collaboration with comedienne Maria Bamford is... well, a little out in left field.

The Thief
Hamburglar, the Trix Rabbit, the Cookie Crook (for Cookie Crisp cereal)

Primarily aimed at kids, The Thief points to a maxim about consumerism: Desire begets desire. It's in our nature to want what others want. Sometimes we skim past the reviews on Consumer Reports. Sometimes we don't even believe in the efficacy of the product. But when our peers start raving about it -- when we perceive of the product as being desired -- that's when it clicks in our heads.

Remember how, in the sixth grade, Roddy "Snot-Nose" McPherson brought a yo-yo to class, and suddenly everyone was begging their parents for yo-yos? And how, just a week prior, no one gave a damn about yo-yos, or thought that they were a fun way to pass the time?

Characters like the Hamburglar are used to evoke that sense of yo-yo pandemonium (though to varying degrees of success). Their job isn't to explain the practical value of the product. They exist to say, "I want this real bad, which means you should want it too." It sounds like faulty logic, but let's admit it: When you dug into a bowl of Trix as a 6-year-old, didn't you derive a bit of pleasure from knowing that you possessed something that kept eluding The Rabbit?

Sidenote: Notice that The Thief often comes in animated form. A real, live thief just isn't as appetizing for viewers.

The Hipster
Levi's "Go Forth" campaign, recent commercials for Miracle Whip

Since the inauguration of the first high school, the allure of the in-crowd has been a driving force among youths worldwide. The cool kid personifies the exuberance and bravado that we all desire. It's about youth at its best -- traipsing through the world without a care, confidence always at a fever pitch. As such, the archetype lends itself to the gadgets and toys that every jetsetter will need. It will be forever be tied to fashion, tech gear, and, apparently, mayonnaise (see below).

But it's not just about who's cool, it's about who's cool at the moment. And right now it's the age of The Hipster -- those well-dressed mavens of lo-fi music. Maybe there'll be a different breed of hipsters in a few years. Maybe there won't be any hipsters at all. But we can be sure that, whatever the time period, the current it-crowd will be there to show off the latest hip-hugging jeans.

Tim Loc is an editorial intern at iMedia Connection.

On Twitter? Follow us at @iMediaTweet.

Baby face

Not the R&B artist from the 90s and naughties, but a real baby. We don't want to ruin things by saying too much, so just watch and enjoy.

"Dog Fetch Fails"

Kudos to whomever culled through tons of videos to make this compilation. There are some real gems in here -- especially the dog going after the Swedish exercise ball.

Kitten tickles

Reminiscent of a very famous kitten tickling video, this adorable little Persian kitten will melt your face off with his cuteness. Enjoy all the cuteness, and happy Thursday everyone.

Article written by associate media producer Brian Waters.


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