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Study: Thanks to Stern, Sirius Now Even With XM

According to results released from Jacobs Media’s technology poll conducted in February 2006, XM and Sirius are now equally popular, with current satellite radio subscribers selecting either XM or Sirius largely because of the programming and marketing strategies employed by each company, writes Billboard Radio Monitor.

Despite the tie, Sirius is gaining more momentum, thanks mainly to Howard Stern, as 32 percent of respondents who currently use Sirius’ service citing the shock jock as the key factor in their decision.

The study also found that while satellite radio subscriber numbers increased from seven percent in 2005 to 12 percent in this year’s survey, satellite radio remains an emerging medium when compared to other new media like internet streaming, iPod ownership and usage and cell phone applications.