American Media Services - Spectrum Engineering

Description:
Performed by GfK Custom Research of Princeton, NJ, for American Media Services March 30-April 1, 2007.

Part of a weekly national random-digit dialing telephone omnibus survey. Sample includes 1,004 American adults. This survey is statistically significant and is considered to reflect American opinion within +/- 3 percentage points.

1. How often would you say that you listen to the radio?

Once a day	21%
Several times a day	43
Several times a week	10
Once or twice a week	7
Not very often	10
Not at all	7
Don't know / no response	1

2. Compared with five years ago, would you say you are listening to the radio more, less or about the same?

More	16%
Less	30
About the same	53
Don't know/no response	1

3. Looking ahead five years from now, would you say that you are likely to be listening to the radio more, less or about the same as you are now?

More	11%
Less	14
About the same	73
Don't know/no response	3

4. How important do you think the role of radio is in your everyday life?

Very important	25%
Somewhat important	39
Not very important	24
Not important at all	12
Don't know/no response	1

5. How important do you think the role of radio is in American life in general?

Very important	34%
Somewhat important	50
Not very important	9
Not important at all	6
Don't know/no response	2

6. When you get in your car, do you usually turn on the radio?

Yes	75%
No	23
Don't own a car	3

7. If you could not listen to radio anymore, how much, if at all, would you miss it?

A lot	52%
A little	31
Not at all	17

8. Do you happen to know whether it is possible to listen to a radio station over the internet?

Yes	67%
No	25
Don't know/No response	8

(Asked of those who answered "yes" to Question #8)

8a. Have you ever listened to a radio station on the internet?

Yes	60%
No	40

8b. When was the most recent time you listened to a radio station over the internet?

Within the past week	30%
Within the past month	21
Within the past six months	27
Within the past year	10
Longer ago than one year	11
Don't know/no response	1

8c. Have you listened to radio over the internet on a computer at your home?

Yes	71%
No	29

8d. Have you listened to radio over the internet on your office computer?

Yes	42%
No	54
Don't have internet access at work	1
Don't work	4

8e. Have you listened to radio over the internet by using a cell phone or other mobile device?

Yes	6%
No	94

9. How likely do you think it is that you will be listening to radio over the internet in the future?

Very likely	24%
Somewhat likely	23
Not very likely	25
Not likely at all	28
Don't know/no response	1

(Asked of those who answered very likely or somewhat likely on Question #9)

10. What type of equipment do you think you are likely to use to listen to the radio over the internet in the future?

11. If your favorite radio stations were available on the internet, do you think you would download some of the programming onto a digital audio player so you could listen to it again?

Yes	51%
No	49

12. How familiar, if at all, would you say you are with something called HD Radio?

Very familiar	3%
Somewhat familiar	29
Not at all familiar	67

(Asked of those who answered very familiar or somewhat familiar on Question # 12)

13. Have you ever listened to anything broadcast on HD Radio?

Yes	36%
No	60
Don't know/no response	4

(Asked of those who answered that they had listened to HD Radio on Question #13)

14. How do you believe the quality of the sound on HD radio compared with regular radio?

HD Radio has better sound	45%
Regular radio has better sound	2
HD and regular radio sound about the same	52
Don't know/no response	1

15.The two companies that offer satellite radio service, XM and Sirius, have proposed merging to become one company. How would you say that you feel about that possible merger?

Very much in favor of the merger	7%
Somewhat in favor of the merger	27
Somewhat opposed to the merger	17
Very much opposed to the merger	13
Don't know/no response	37

16. Are you currently a subscriber to satellite radio?

Yes	11%
No	89

(Asked of current subscribers to satellite radio)

16a. How satisfied would you say you are with your satellite radio?

Very satisfied	61%
Somewhat satisfied	34
Not very satisfied	2
Not at all satisfied	2
Don't know/no response	2

16b. How likely would you say you are to renew your subscription to satellite radio when it expires?

Very likely	66%
Somewhat likely	22
Not very likely	7
Not at all likely	4
Don't know/no response	2

(Asked of those who are not satellite radio subscribers)

17. How likely would you say you are to purchase satellite radio for your car or home in the next 12 months?

Very likely	6%
Somewhat likely	12
Not very likely	26
Not at all likely	55
Don't know/no response	2

18. If you had to guess, what percentage of the American population would you estimate have a subscription to satellite radio?

Less than 10 percent of Americans	40%
About 25 percent of Americans	36
About 50 percent of Americans	15
Almost everyone	3
DonÕt know/no response	6

19. If you were to rate your opinion of satellite radio on a scale of 1-10 in which 1 means you have a very bad opinion and 10 means you have a very good opinion, what number would you give it?

10-9-8	27%
7-6-5-4	46
3-2-1	15
Mean	5.9

20. Compared with a year ago, would you say that you have a better opinion of satellite radio now than you had a year ago, a worse opinion now or about the same opinion as a year ago?

Better opinion now	18%
Worse opinion now	4
About the same opinion as before	72
Don't know/no response	5

21. Has the news of the possible merger of the two satellite radio companies changed your opinion of satellite radio? Would you say it has ...

Given you a more favorable opinion of satellite radio	4%
Given you a less favorable opinion of satellite radio	9
Not affected your opinion of satellite radio	83
Don't know/no response	3

22. What would you say is your favorite way to listen to radio?

Regular radio	76%
HD radio	3
Satellite radio	13
Internet radio	4
Don't know/no response	4

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