The NPD data for July 2007 has been released. Unlike previous releases, this data captures a bigger segment of the retail sales happening. In addition to releasing the July numbers, NPD, has added more retailers to the process, and restated data for the past four years. This should provide for more accurate data as it is capturing the information of more retailers.

The NPD Group is the leading global provider of consumer and retail market research information for a wide range of industries. They provide critical consumer behavior and point-of-sale (POS) information and industry expertise across more industries than any other market research company.

Because previous data has been restated, the numbers on the chart in this article have also been modified to reflect the new information. We decided to take this information back 1 year, as that is the most relevant information for readers. Important Market Share changes are as follows:

July 2006 ~ Sirius adjusted from 58% to 62% - XM adjusted from 42% to 38%
August 2006 ~ Sirius adjusted from 55% to 60% - XM adjusted from 45% to 40%
September 2006 ~ Sirius adjusted from 57% to 61% - XM adjusted from 43% to 39%
Third Quarter 2006 ~ Sirius adjusted from 57% to 61% - XM adjusted from 43% to 39%

October 2006 ~ Sirius adjusted from 56% to 58% - XM adjusted from 44% to 42%
November 2006 ~ Sirius adjusted from 59% to 63% - XM adjusted from 41% to 37%
December 2006 ~ Sirius adjusted from 66% to 67% - XM adjusted from 34% to 33%
Fourth Quarter 2006 ~ Sirius adjusted from 63% to 65% - XM adjusted from 37% to 35%

January 2007 ~ Sirius adjusted from 55% to 64% - XM adjusted from 45% to 36%
February 2007 ~ Sirius adjusted from 56% to 63% - XM adjusted from 44% to 37%
March 2007 ~ Sirius adjusted from 53% to 57% - XM adjusted from 47% to 43%
First Quarter 2007 ~ Sirius adjusted from 54% to 61% - XM adjusted from 46% to 39%

April 2007 ~ Sirius adjusted from 55% to 59% - XM adjusted from 45% to 41%
May 2007 ~ Sirius adjusted from 55% to 66% - XM adjusted from 45% to 34%
June 2007 ~ Sirius adjusted from 61% to 62% - XM adjusted from 39% to 38%
Second Quarter 2007 ~ Sirius adjusted from 58% to 61% - XM adjusted from 42% to 39%

July 2007 ~ All adjustments accounted for - Sirius 62% and XM 38%

Adjustments made in the data carry the effect of Sirius' share being increased for each month over at least the past year.

july2007npd.JPG

Readers should understand that the following data is now based on NPD's restated data for the previous year:

July 2007 Market Share

Sirius 62% - XM 38%

July 2007 vs. July 2006 (Year over Year)

Sirius - 30% decline
XM - 32% decline
Overall Segment - 31% decline

July 2007 vs. June 2007 (Month over Month)

Sirius - 49% decline (June is a big sales month because of Father's Day - a decline is expected)
XM - 40% decline (June is a big sales month because of Father's Day - a decline is expected)
Overall Segment - 46% decline (June is a big sales month because of Father's Day - a decline is expected)

Readers should be aware that NPD still does not track all retail channels, but they have made substantial upgrades in the number of retailers they now include in their data.

Position - Long Sirius, Long XM