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Sirius XM Radio may have 18.5 million subscribers, but it has 32 million weekly listeners, according to study conducted by Arbitron for the satellite radio company.
Conducted last October and November, the study excluded Sirius XM’s commercial-free music channels and focused on the channels that air advertising, including its News, Talk, Sports and Entertainment channels. Only a small percentage total revenue, Sirius XM’s advertising on commercial channels was down more than 31 percent for the first three quarters of 2009.
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