Only a small percentage of the 12 million audience has followed the self-proclaimed King of All Media Howard Stern to satellite. According to industry analysts, Stern took 1 million and 2 million listeners, and his replacements spread across many of the country’s major radio markets, are drawing numbers in a similar range.

With that said, what happened to the 8 million to 10 million listeners?

The poll, which was based on responses from more than 25,000 listeners from 79 rock stations across the country, showed more than half of Stern’s former audience has not stuck with the affiliate replacements. Instead they seem to be gravitating toward similar, well-established morning programs.

In Los Angeles, this is no doubt good news for longtime shows like “Kevin & Bean” on KROQ-FM (106.7) and “Mark & Brian” on KLOS-FM (95.5).

Terrestrial radio is wasting no time in trying to capture the 8 to 10 million audience for instance:

“In most major market cities late last year, counter-marketing largely took the form of billboards touting a particular morning show’s free — as in, no subscription required — services”

“In Los Angeles, “Mancow” Muller, heard on XTRA Sports 570, adopted this strategy. And some rock stations, such as WAAF-FM in Boston, began promoting new online guides for “virgin” listeners to get them up to speed on the show’s colorful characters.”

The war will continue between Terrestrial radio and Satellite with no end in sight.