Sirius' 500 million dollar dice roll may be coming up snake eyes. According to this study from Bridge Ratings, the "Stern-Effect" seen during 2005's fourth quarter and into the first quarter of '06, has virtually stalled. The boom days of post-terrestrial Stern may be waining.

Among the statistics Bridge Ratings cites from talking with 3200 Stern listeners who haven't gone to Satellite:

• 31% Don't Miss Stern Enough To Subscribe
• 23% Say Equipment and Subscription Costs Are Too High
• 20% Are Listening To Their Former Second Choice Morning Show
• 10% Don't See The Value of Satellite Radio

Luring Stern away from terrestrial radio was a risky proposition, but I don't think this is all over just yet. Stern's value to Sirius is often underestimated in my opinion. He's not just a personality, he's a programming genius. Sirius obviously recognizes this, having given Stern two full channels to fill. Heck, Martha Stewart went to jail and all she got was one lousy channel.

Meanwhile, Stern can't say enough good things about Sirius. In this short article at Forbes.com, Stern says he'll never go back to terrestrial radio, not even in syndication. "I've never been happier", said Stern on a recent show.