Sirius Gains in October Retail Market Share!

Saturday, November 19, 2005

Stifel Nicolas Report on Satellite Radio

Satellite Radio: Glimpse into 4Q – Sirius Gains, XM’s Growth Slows SIRI increases market share to 58% in October (the least meaningful month in 4Q): Our analysis of proprietary retail sales data that we purchase from NPD, an independent consulting group, indicates that SIRI captured 58% of satellite radios sold in the month of October, once again the best performance in the company’s history, slightly up from last month’s record 55.7% share. However, the month of October is not a great indicator as to how the 4th quarter is going to shape up as a whole because it represents such a small portion of 4th quarter total sales, historically only about 12%. The NPD data tabulates bar code receipts from virtually all the major consumer electronics retailers, but excludes Wal-Mart (which is likely gaining share), small independents, and XMSR’s company owned kiosks – most of which sell more XM than Sirius. Therefore, the actual retail market share tends to skew higher toward XMSR. Directionally, we think the data is quite useful. We believe SIRI gained share in October because of the imminent arrival of Howard Stern, and perhaps due to the fact
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