According to the latest report by Bridge Ratings: " Sirius Building Better Programming Brand"During the first 4-5 weeks of 2006, SIRIUS had a higher consumer awareness. However; according to Bridge Ratings; more consumers said they were signing up for XM. Then during the last six weeks of the quarter, the trend reversed itself. XM had a higher awareness before purchase, but more of those surveyed said they were purchasing SIRIUS.
Neither company has a major edge in brand loyalty over the other, but SIRIUS has a lead when it comes to "Personalities" and "Programming Variety" as a reason for purchase.
Bridge Ratings concludes that Sirius is doing a better job building their programming brand.
Read the Report Here