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We have completed our first survey on the satellite radio competitors. Sirius looks like the winner although we must note that we did include responses from Radio Shack, which only sells Sirius and not XM. Sirius was recommended by 60% of our respondents while XM was favored by 30%. 10% of respondents said either service was fine or the two services were equal.Our survey questions were the following:

Which satellite radio service should I get - XM Satellite or Sirius Satellite?

Which service is selling better?Are there hot deals or discounts associated with either service?

After scrubbing the data it looks like the Radio Shack effect, did not drive a large discepenancy in our data because amazingly at 10% of the Radio Shack’s we called actually recommended XM!!! This despite the fact that they sell only Sirius service and receivers. These Radio shack employees must be personal users of XM outside their day to day duties of promoting Sirius.
Another revealing trend we saw in our research that multiple survey participants reported that while Sirius still seems to be selling better in terms of total number the difference between the two services has narrowed substantially. These respondents reported that at this time last year Sirius dominated new subscriber activations but that this year the tallies run much closer to 50-50. This reporting was consistent across the survey that the two services are close to even in consumer preference.
Sirius was generally deemed better because of popular content like Howard Stern, NASCAR and the NFL. XM content was favored by those who said it has more music selections and content and in Montreal offers more French stations which made it the preference there. All in all it looks like Sirius should outpace XM in terms of new subscriber additions this year in 4Q. We’ll re-visit this survey in December and see how our precition is playing out.

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