Bridge Ratings: Sirius Building Better Programming Brand
Bridge Ratings' trending of satellite radio subscribers continues through 2006. The purpose of their ongoing study is to analyze consumer preferences related to satellite service brand and satellite radio in general.
Bridge Ratings interviews consumers at retail outlets who have purchased satellite radio. In the early phases of these interviews, brand loyalty was not a major purchase factor. Some programming for each satcaster appealed to individual shoppers but there was little overall brand impact on the purchase decision. This has changed in recent weeks. Programming options are taking a stronger position as the impetus for the purchase decision with Sirius more consistently being sited for its programming. A higher percentage of consumers are now able to mention specific Sirius programming.