Radio vs. Satellite Radio

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1 Radio vs. Satellite Radio 2008

2 Satellite Radio National music delivery system, or general information delivery system, or national personalities No local character or connections Local Radio Collection of localized virtual neighborhoods Focused on local information, entertainment, issues Provide local access to personalities and station brand Note: How many nationally syndicated personalities in the past twenty years have been ranked in the top 5 in their daypart in all of the top 25 markets in the country? Answer: Two -- Dr. Laura and Rush Limbaugh (no, not even Howard Stern)

3 The Future for Satellite Radio is Not Big Satellite radio brand interest by non-subscribers is at an all-time low and churn is at an all time high Net Attrition Rates XM Sirius Q % 10% Q % 43% Conclusion: As each satellite radio company signs more subscribers the potential for Cumulative Churn increases as well. By the conclusion of Q2 2005, XM had 1.8 million subscribers; Sirius, having a late start, had 787,000. The longer consumers experienced XM the higher the churn or attrition became. The phenomenon is being repeated by Sirius. According to Mel Karmazin, both Sirius and XM would account for only 3-4% of the radio market. Starbucks cancelled its partnership with XM and will no longer carry or promote XM satellite radio in its stores. Source: 2007 Bridge Ratings, LLC webmaster@bridgeratings.com; BusinessWeek October 1, 2007 ; Inside Radio January 5, 2008.

4 Attrition is Satellite Radio s Biggest Problem According to Bridge Ratings second quarter consumer preview, net attrition rates for both XM and Sirius Satellite Radio continue to increase. Because XM and Sirius calculate churn differently, official churn rates are difficult to nail down, explains Dave Van Dyke, Bridge Ratings president & CEO. However, our interviews with current and former satellite radio subscribers coupled with gross and net subscriber figures reveal attrition is growing placing extreme pressure on new subscriber acquisition strategies for both companies. Source: Bridge Ratings, August 3, 2007.

5 Interest in Satellite Radio is Declining 70.0 Consumer Interest in Satellite Radio vs. Actual Subscribers Subscribers Potential Projected Income remains a key driver of media choice * Subscribers in Millions Source: 2007 Bridge Ratings, LLC webmaster@bridgeratings.com

6 Growth is Not on Schedule Retail sales falling out of the sky for XM and Sirius. That s how one analyst describes the plummet of satellite radio sales at electronics retailers. Sales fell 30% last month compared to last year. NPD Group says XM s sales were down 38% while Sirius was off 25%. Retail sales continue to deteriorate at a much worse than expected rate, says Bank of America analyst Jonathan Jacoby. NPD says third quarter satellite radio sales were down by nearly one-third. XM unit sales plunged to a new low with a 35% drop in the quarter. Sirius was off 26%. Of the 524,938 subscribers Sirius added in the third quarter, just 64,101 came at retail outlets. The balance came from auto sales. Source: Inside Radio, October 31, 2007.

7 Sirius Runs Commercials Sirius Satellite Radio names Paul Turcotte SVP/Advertising Sales. Turcotte was most recently SVP, Corporate Sales and Marketing at Hachette-Filipacchi Media U.S. Source: FMQB January 15, 2008.

8 Study: Radio reaches nearly all Blacks A new survey finds 87% of African-Americans listen to the radio each week, while only 16% listen to either Sirius or XM. The average weekly time spent listening to FM/AM is 22 hours. Those are findings in one of the largest-ever studies of Black America, conducted for Radio One. CEO Alfred Liggins says "We wanted to know in detail who we are, what we want and where we are going." Source: Inside Radio, June 26, 2008.

9 Radio Holds Its Dominance Media Market Penetration Cell Phones Terrestrial Radio 78.3% 75.2% 93.7% 93.5% Terrestrial Radio grew MP3 Players Internet Radio (All) Satellite Radio 4.8% 4.6% 30.4% 30.1% 21.0% 19.0% HD Radio 0.2% 0.1% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% June 2006 May 2007 Remember, nearly half of the internet radio listening is to the streaming of local terrestrial radio stations. Source: May 23, 2007 Bridge Ratings, LLC Sample size: 3000 persons 13+, Error +/- 1.8% Study was conducted on a national geographic footprint with the following regional sample proportions: Northeast: 19%, Midwest: 23%, South: 35%, West: 23%

10 Radio Listening in Los Angeles Only 1.2% of Adults 18+ in Los Angeles who listened to radio in a week did not listen to over the air radio % 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 1.2% Not Over The Air Radio 93.8% Source: Arbitron, Spring 2008, Los Angeles Metro cume ratings for all stations vs. market total Monday Sunday 6A - Mid.

11 Satellite vs. Local Radio in Los Angeles Only 5.9% of Adults 18+ in Los Angeles has listened to XM or Sirius satellite radio at all in the past week % 90.0% 80.0% 93.8% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 2.6% 3.3% 10.0% 0.0% Sirius XM Radio Sirius XM Radio Source: Scarborough, February 2007 January 2008 and Arbitron, Spring 2008, Los Angeles Metro, Monday-Sunday, 6am-mid, Adults 18+.

12 In spite of millions of satellite subscribers and ipod sales, in car radio listening continues to remain steady. 1:40 Daily Time Spent Listening In Car 1:26 1:12 0:57 0:43 1:17 1:10 0:36 1:17 1:10 0:36 1:13 1:15 1:08 1:10 1:04 0:34 0:36 1:19 1:13 1:06 1:04 0:39 1:17 1:13 1:06 1:06 0:36 0:28 0:14 0: Persons 12+ Teens Adults Adults Men Source: Arbitron, Spring 2003 Spring 2008, Los Angeles Metro, Monday-Sunday 6am-midnight. Excludes satellite radio listening

13 In spite of millions of satellite subscribers and ipod sales, in car radio listening remains steady or is climbing. Daily Time Spent Listening In Car 1:40 1:26 1:12 0:57 1:30 1:17 1:06 1:25 1:17 1:10 1:08 1:28 1:19 1:06 1:06 1:28 1:21 1:10 1:08 1:25 1:17 1:08 1:08 1:19 1:13 1:04 1:00 0:43 0:28 0:36 0:34 0:41 0:36 0:39 0:39 0:14 0: Persons 12+ Teens Adults Adults Men Source: Arbitron, Spring 2003 Spring 2008, Riverside/San Bernardino Metro, Monday-Sunday 6am-midnight. Excludes satellite radio listening

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