In a recent research study, E-Poll, a celebrity appeal research company revealed that there were strong differences in public opinion over the celebrities hired by XM (XMSR) and Sirius (SIRI) Satellite Radio.
According to recent E-Score celebrity ratings , XM's celebrities have far more universal appeal, while the celebrities at Sirius is much more polarizing.
"On a six point appeal scale from, "Like a lot" to, "Dislike a lot," Sirius celebrities received strong public response on both ends of the spectrum. Only Lance Armstrong shows universal appeal. Contrast this with XM celebrities who are seen as having positive appeal by least two thirds of respondents.
"Among 46 attributes to describe each personality, "mean" and "rude" were words selected far more often to describe the Sirius celebrities. Stern led the way in both attributes. With the exception of Snoop Dogg, almost no respondents selected these attributes to describe the XM celebrities received minimal responses in these attributes."
Does any of this mean anything? It seems to me that XM has set itself up for long-term success and the possibility for growing much larger. Relying on shock-jock types of personalities has it's own strength, but it's appeal isn't nearly as broad and long-lasting as someone like Oprah.
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